MARKETING NEWS

Hendrick’s in the news…Grolsch Cheats grim reaper…Allied’s sensible strategy…Weight loss means cash gains…Peroni’s beer boutique…Shoppers are revolting

Hendrick’s in the news

Read all about it! Hendrick’s gin is championing that most English of drinks, the gin and tonic, in association with the Corney & Barrow wine bar group.

Throughout 2005, the most unusual Hendrick’s gin, will be giving away free G&Ts. Hendrick’s rolled out the first phase of its UK initiative in February this year and, during the month-long campaign, over 50,000 people were sampled using a team of Victorian newspaper salesman – complete with flat caps, moustaches, and sandwich boards – handing out The Unusual Times and its very own “bank note” entitling the bearer to a free gin and tonic across 11 participating Corney & Barrow bars in the City of London.

“The campaign was a tremendous success. With a high redemption rate, traffic into the 11 Corney & Barrow sites increased significantly as a direct result of the initiative. There are plans to roll out the campaign across the UK through a variety of on-trade outlets during the months of  May and June – key gin and tonic buying times,” says Jeremiah Courtney, new brands on-trade manager at William Grant & Sons.

Grolsch Cheats grim reaper

The latest TV advert in Grolsch’s £14 million marketing support campaign sees the Dutch beer brand’s Never Rushed hero, Ronald Topp, meet his maker.

The ad, which breaks on Friday, April 15, shows the Grim Reaper coming to whisk Ronald away to the afterlife. But Ronald is determined to enjoy his Grolsch first and soon the pair strike up a friendship over a cold beer from Ronald’s fridge, then go clubbing and on to a casino, and Ronald’s life is spared in the process. Andy Cray, brand director for Grolsch, comments, “We’ve also listened to feedback from the trade and consumers and made the whole atmosphere in this latest Ronald advert more sociable and even livelier.” The advert will be released in bursts throughout the year and it is expected that 90% of Grolsch’s target audience will have nearly 10 opportunities to see it.

Allied’s sensible strategy

International drinks group Allied Domecq has announced that it is to progressively introduce a sensible drinking message and alcohol-unit labelling to all its spirits and fortified wine brands sold in the UK, commencing April 2005.

Under the group’s Beyond Compliance initiative the new labels will go beyond stating the total number of units in the bottle by also reiterating the Government’s daily-recommended number of units for men and women and stating how many units of alcohol are in a standard drink. They will also carry contact details for the Drinkaware website where further information and support can be obtained.

The new labels will first appear on bottles of Teacher’s, Harvey’s Bristol Cream and Malibu; all other Allied Domecq spirits and fortified wines sold in the UK will carry the new labels by September 2005. Philip Bowman, CEO of Allied Domecq, says, “This latest move reflects our view that alcoholic beverage producers have a common interest with retailers, government, the public health community, teachers and parents to develop and implement effective policies and programmes that promote responsible drinking and prevent alcohol abuse.”

Weight loss means cash gains

A new report from independent market analyst Datamonitor has predicted a boom in spending on diet-related food and drink in Europe and the US.

According to Datamonitor, the combined European and US consumer spend will grow from US$86.8 billion in 2003 to over US$100 billion in 2008, a rise of about US$14 billion – the equivalent of 16% growth in the market over five years. The report reveals a marked shift among consumers with regard to their approach to weight-loss and dieting. Exercise in combination with easy-to-follow diet regimes are fast becoming en vogue, while low-carb diets such as the Atkins and the South Beach may now have to take a backseat.

“Many consumers are relying less on the media when seeking dieting advice and instead turning to social networks and personal relationships. This shift in perspective provides new opportunities for the food and beverage industry to provide consumers with more than simply meals but with a lifestyle that they can buy into for years to come,” explains Lawrence Gould, consumer analyst at Datamonitor.

Peroni’s beer boutique

Peroni Nastro Azzurro has announced the launch of Emporio Peroni, a minimalist boutique opening at 202 Sloane Street, London SW1. Launched in March, the boutique is so exclusive that no-one will be able to shop there as only window shopping will be permitted.  The opening of the store is part of Peroni’s high-impact global strategy to announce the exciting re-launch of Peroni Nastro Azzurro, the UK’s No.1 premium Italian lager brand.

Birra Peroni’s classic Italian blonde has had a makeover including a longer neck and new label. “We want

to challenge people’s perceptions of traditional beer drinking, positioning Peroni Nastro Azzurro as an aspirational brand that encompasses style, quality and authenticity,” says Dario Paesano, export manager for Birra Peroni (UK). The launch of the new store ties in with the release of cinema advertising, presence in the UK’s most fashionable bars, clubs and restaurants and the launch of a Peroni Nastro Azzurro designer merchandise range.

Shoppers are revolting

A British Lifestyles report published recently by consumer market analyst Mintel International Group Ltd shows Britain harbouring a new breed of shopper – the rebellious consumer. These savvy consumers take a more individual and personal approach to their choices and are rebelling against mass marketing. Of 1,528 adults questioned across Britain, Mintel’s research found that, we are rebelling against the pressure to buy the so-called must-have gadgets and taking a more traditional approach to grocery shopping by supporting local traders and markets rather than always heading to the nearest large supermarket. A consumer with a mind of their own? Good news for independent retailers, it would seem.

© db April 2005