Tag Archives: alcohol digital marketing

Natch cider launches one-in-a-million

The Shepton Mallet Cider Mill is giving cider fans across the country the chance to win their own height in cases of Natch cider. To win the prize the user has to find the unique code printed on the one millionth can produced in 2014, part of 200,000 new promotional cans.

Speaking about the competition, Andy Cross, Marketing Manager for Natch cider, said: “Natch is a West Country legend with a strong following among cider lovers. “Our new promotion, offering fans a chance to win their height in cases of Natch, is our way of celebrating Natch’s legendary status and rewarding our customer’s loyalty.

The launch of the promotion will be supported with a range of POS and advertising materials to generate excitement in pubs, bars and stores over the next months.


Moët & Chandon launch Instagram #icechallenge

To launch the new Moët & Chandon Ice Imperial drink the brand is inviting consumers to share snaps on Instagram throughout the summer using the hashtag #icechallenge.

Each month a new theme will be posted and fans are asked to take pictures that they think best illustrates that theme. June’s theme is ‘urban and fresh’ and contestants will get the chance to win “a Moët experience”. Pictures can also be uploaded via twitter or facebook.

Moët said the new drink, Ice Imperial, is “the world’s first ever” champagne specifically created to be enjoyed on ice “during social daytime gatherings”. The competition will carry on untill the end of August with two other themes, Sea and White and Pool and White to be introduced.

Kopparberg Cider Launch Summer Flavours

Kopparberg are releasing a multi-channel marketing campaign focusing on its Elderflower and Lime and Cloudberry variants which are the latest edition to its range of flavours. The £4m campaign will be rolled out across TV, outdoor, digital, video on demand, press and events.

To help with the launch Kopparberg bars will be set up at a series of music festivals across the UK this summer, including Field Day, Kendall Calling, Wilderness and Beacons Festival. In addition to that, Kopparberg cider will also be investing in digital promotion and a pop-up ‘Urban Forest’ expected to appear somewhere in London during July.

Carlsberg to sponsor series of acoustic sessions on XFM as part of £2m campaign

As part of a new campaign worth £2 million Carlsberg UK will be sponsoring a series of 5 acoustic gigs on XFM.

The campaign will be called ‘born to be chilled’ and each session will be supported by a different Carlsberg brand. These will include Somersby Cider, Carlsberg Citrus, Carlsberg Blackcurrant, San Miguel Fresca and Tuborg. The acts taking part have not yet been revealed.

Marketing controller for occasional brands at Carlsberg UK, Jonathan Dee said: “This is a great opportunity to bring together a number of our brands in an innovative cross-portfolio promotion to take maximum advantage of what we know will be a fantastic summer.”

For more on this story please visit www.thedrum.com


BrewDog to open chain of craft beer shops

Scottish brewery BrewDog is set to make its first steps into the off-trade market by opening a chain of “Bottledog” craft beer shops.

BrewDog, based in Aberdeenshire, has said it will open the first in a planned chain of craft beer shops in March in London’s King’s Cross area, according to a report in the Herald Scotland.

Co-founder James Watt confirmed the move a day after launching a bar in the Pinherios area of Sao Paulo in Brazil.

The shops are expected to retail Brewdog’s beers as well as other brews from around the world and will be staffed by “beer sommeliers” who will be able to recommend products and help customers to fill their own kegs.

Mr Watt said a “string of Bottledogs” will be opened across the UK and Scotland as the company moves into the off-trade market.

Its on-trade portfolio is also set to grow with plans to open eight new bars Tokyo, New Delhi, Gothenburg, Paris, Berlin and Finland in addition to its current bars in Stockholm and Sao Paulo, London and Scotland.

For more on this story, please visit The Drinks Business…

Jack Daniel’s kicks off rock ‘n’ roll ad contest

Jack Daniel’s is looking for an agency to reinforce its association with music.

Creativebrief is helping the whiskey brand with the pitch, which is in its early stages. Agencies have been contacted and, at the time of writing, some had already held chemistry meetings with the company.

The UK brief asks for an agency to devise a music platform for Jack Daniel’s, which has often looked to highlight its rock ’n’ roll credentials in its marketing.

The pitch does not affect Agency Republic, which won the brand’s UK digital account in 2011 after a pitch; UM London, which handles media; nor Arnold Worldwide, the global creative agency.

Previous music-based campaigns include “JD roots” by Agency Republic and UM London, in partnership with NME.

Jack Daniel’s parent company is Brown-Forman, which also owns Southern Comfort and Finlandia.

For more on this story, please visit Brand Republic…

Heineken partners with Armin van Buuren for campaign

Drinks giant Heineken has teamed up with DJ Armin van Buuren to launch a global responsible drinking campaign called ‘Dance More, Drink Slow.

The advert which aims to promote moderate drinking on a night out has been accompanied by a new track ‘save my night’ which was produced by Armin van Buuren. The advert uses a social experiment where on two separate nights out in the same club the DJ is changed to highlight their ability to influence the drinking habits of revellers.

Gianluca Di Tondo, who is the senior director at Heineken, said ‘“For us, ‘Dance More, Drink Slow’ is an opportunity to create a moderation movement – a fresh look at how we approach the single most difficult issue that affects our industry today. Collaborating with Armin Van Buuren – another iconic Dutch brand – to create “Save My Night” sends a clear message to consumers that they can enjoy themselves, while also remaining in control.”

Armin van Buuren added that he wanted people to remember the night they had  and therefore to drink moderately to do so. The advert is a fantastic opportunity to connect better with the audience and affect behaviour change.

For more on this story please visit The Drum

Absolut website relaunched as ‘always-on’ portal

Swedish vodka brand Absolut has relaunched its Absolut.com website to provide a more content rich experience and real-time updates.

The ‘always-on’ platform is designed to encourage interaction via mobile phones and social media and incorporates custom content pertaining to cocktail culture and creative executions to drive traffic.

This dovetails with a refreshed brand identity including a revamped logo, typeface and colour palette designed to harmonise the family of Absolut products.

Adam Boita, marketing controller for Pernod Ricard UK said: “We are really excited about this shift toward a content-lead website, which will reflect the brand’s new look and feel. The aim of Absolut.com is to pull in the best content from different countries around the world, so the brand can present and curate our picks of trends in music, fashion, culture – while also meeting the needs of Absolut’s consumers in the UK with locally-focused information and news.”

A localised UK version of the site will also be produced to augment global content with country-specific material.

For more on this story, please visit The Drinks Brands…

Limited Edition WKD Brazilian Released

WKD has released a brand new flavour that is said to encapsulate the taste of Brazil, exuding the party atmosphere of the world-famous Rio de Janeiro carnival and the lively Copacabana beach night scene.

Available from January until the end of September 2014, the new flavour will come in time for the FIFA World Cup, joining a number of Brazil-themed products set to launch around this time.

Billed as a ‘party in a bottle’ WKD Brazilian has been positively received in consumer research groups. Available in 275ml bottles, the new line has the same 4% ABV and will retail at the same price as the other six variants in the WKD range.

The launch is being supported via a heavyweight digital media campaign; extensive consumer sampling activity; launch/introductory price promotions; washroom advertising; tailormade in-outlet support activity; and in venue POS kits to bring the party spirit of Brazil alive in pubs and bars around the country with the POS items bearing an array of inimitable WKD-style straplines such as ‘It’s like a taste of Rio. Even if you’re in Rochdale.’; ‘Go Copacobanas for WKD’; and simply ‘Brazliant!’

Debs Carter, WKD Marketing Director at SHS Drinks, says: “Brazil and all things Brazilian are very much of the moment as we head into 2014 – Lonely Plant has recently tipped Brazil as the top visitor destination for next year and the country will certainly be the focal point for all footie fans when the World Cup gets underway next summer.

“Brazil also is renowned for its vibrant night and street life, especially at carnival time, and WKD Brazilian aims to capture this exotic party spirit in a bottle. With the spotlight being on Brazil next year, it’s the perfect timing to introduce this topical WKD Limited Edition – an innovation which will bring excitement and a new dimension to the RTD category.”

For more on this story, please visit The Drinks Brands…

John Smiths No Nonsense Christmas Campaign

John Smiths has launched its latest No Nonsense campaign in time for Christmas, which is set to run until the end of 2014.

Created by Space, the campaign will be run in a variety of regional media outlets including newspapers and radio stations.

Jut as you would expect, the adverts are designed to be simple, conveying a straight-talking message and lacking the kind of expensive visuals used by many competing big beer brands – instead relying for a product image, and yellow text on a green background that represent the brands colourscheme.

Speaking about the latest John Smiths No Nonsense ad campaign, Gayle Harrison, brand director of beer at Heineken, said: “The new campaign will bring fresh impetus and grow brand saliency for John Smith’s, reaching more than two million of the brand’s primary target consumers across the North of England over the next year.

“Creative executions will be inspired during that time by the three credentials that underpin John Smith’s Extra Smooth: the brand’s superb smoothness and product quality, its No Nonsense attitude and its long-term association with top racing.”

“The print campaign creative heroes the smooth, creamy John Smith’s Extra Smooth pint, delivered with a slice of No Nonsense attitude which we think will really resonate with John Smith’s target consumers,” Sean Kelly, group account director at Space, added. “Combined with racing advertorials and radio, this provides an overall campaign which we hope will keep John Smith’s front of mind throughout 2014.”

For more on this story, please visit The Drinks Brands