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BIRRA MORETTI CAMPAIGN
Birra Moretti has launched its biggest brand awareness campaign in three years, championing the sociable nature of life between friends and family in Italy. ‘Time for What Matters’ launched with the brand’s first ever TV advert as part of a £2.5 million push, including experiential activity. The TV advert brings to life Birra Moretti’s mission to remind consumers about the things that matter the most in life - good times with loved ones, great food and great drink. The 60 second advert and 30 second advert, both titled ‘Pull Together’ centre around an Italian family exasperated that their son is always rushing and always late, and encouraging him to take time out of his busy life and enjoy moments of togetherness over good food and drink. Gran Tour, Birra Moretti’s experiential activity for 2018 takes consumers on a regional taste experience of Italy, where they can learn how to create a selection of Italian dishes, designed to complement the Birra Moretti range. www.heineken.co.uk
WIN VIP TICKETS FROM HEINEKEN
Heineken has extended its partnership with The SSE Hydro Arena, Scotland’s largest purpose built live music and events venue, to offer licensees the opportunity to experience the best in live entertainment, from the best seats in the house. Heineken is offering on-trade outlets the chance to win VIP tickets to shows throughout the year when they newly install or stock Heineken, Heineken Served Extra Cold and Heineken 0.0. www.thessehydro.com/partners/ heineken
KOPPARBERG INVITES ON-TRADE TO EXCLUSIVE EVENT
To give special thanks to the drinks industry for their continued support, Kopparberg is hosting a free and exclusive opportunity to experience the KopparMountain before the general public at London’s Mudchute Farm on 15 August, 2018. Arising in front of the London Docklands skyline, the KopparMountain, which is modelled on the mountain located in the Swedish town of Kopparberg, forms part of the brand’s £6m integrated ‘Outside Is Ours’ marketing campaign. Standing at four stories tall the experience boasts five immersive experiences, from a mountain stream with stepping stones and summer meadow, to a rocky mountain tundra and summit complete with real-snow. To register visit www.KopparMountain.com or call Tania on 020 7490 3449.
MATTHEW CLARK’S BOUTIQUE BEERS
Drinks distributor Matthew Clark has expanded its Boutique Beers and Cider House collections to a total of 400 speciality SKUs (including Bootlegger, pictured above, top left). The range, says the company, provides licensees with the opportunity to tap into the craft beer market, which has seen a 21% increase in sales, and now accounts for 10% of all beer sold. Justin Wylde, Beer Category Manager at Matthew Clark said: “Outlets need to have a good spread of beers, so as not to dissuade people who are new to the craft category, but still have a point of interest for those who are further along in their craft journey. We’d recommend stocking a lager, an IPA or a pale ale, then to complete your range, trying something slightly different, such as a fruit pale ale, a wheat beer or a sour, if you’re feeling a little more experimental”. www.matthewclark.co.uk
WKD SUMMER CAMPAIGN WKD is promising consumers an ‘epic summer’ with a multi-faceted campaign comprising in-outlet gift with purchase promotions, on-trade sampling, interactive festival fun, a DJ competition, £12,000 of Ticketmaster voucher prizes and chances to win a holiday to Ibiza. Under the campaign theme of ‘Be The Face’, a £3m multi-strand approach is linked together by WKD’s emoji faces which feature on bottle caps, POS materials and fun consumer giveaways such as masks. Amanda Grabham, Head of Brand Marketing– Alcohol at SHS Drinks, said: “We’re the UK’s No.1 traditional RTD and the responsibility falls on us to invest in activities that grow the category, engage consumers, and build sales for stockists. With WKD’s amusing emojis at the very centre of things and our #BETHEFACE campaign calling on consumers to don masks and upload selfies, WKD will, quite literally, be on everyone’s lips this summer.” www.shs-drinks.co.uk
THE KING OF SOHO NEW GIN LAUNCH
The King of Soho, owned by entrepreneurs Alex Robson and Howard Raymond, is adding a new addition to its colourful line-up with the introduction of the King of Soho Variorum Gin (37.5% ABV), a berry edition of the original London Dry. The King of Soho Variorum Gin adds a hint of pink and notes of strawberry to complement the essential juniper and citrus flavours of the classic recipe, designed to be enjoyed over ice, in cocktails and mixed drinks; served with a strawberry garnish. (The creativity and literary works of Soho are the inspiration behind the name –in literature, a variorum edition is an original work with notes.) www.hi-spirits.com.
MAKER’S MARK ENGAGEMENT PROGRAMME
Premium handcrafted American whisky Maker’s Mark has announced its UK bartender engagement programme for 2018, The Makers - launching nationwide on 6 August in London before rolling out across London, Edinburgh, Manchester and Bristol – which aims to offer UK bartenders an immersive and educational experience into the world of premium bourbon. The Premium American whiskey category is growing in both volume (+30%) and value (+22%) respectively, the second fastest growing spirits category behind gin. www.jointhemakers.com
GOLD FOR MARTELL
Martell Cordon Bleu and Martell Cordon Bleu Extra have both been awarded Gold Outstanding Awards in the 2018 International Wine and Spirit Competition. www.martell.com