MARKETING NEWS

Coming up roses – Linking Champagne with the most romantic of flowers, roses, can add “consistent sales growth”, claims Laurent-Perrier…St Patrick’s pay day – A whopping 1.8 million cans of Guinness draught were sold…Authentically Russian – After ITS recent move to the Pernod Ricard stable, Stolichnaya is to enjoy a marketing boost…

Coming up roses

Linking Champagne with the most romantic of flowers, roses, can add “consistent sales growth”, claims Laurent-Perrier.

The Champagne house claims that its continued sponsorship of both the Royal Horticultural Society (RHS) Chelsea Flower Show and other RHS activities has delivered stellar results.

This year Laurent-Perrier has looked to the chalky landscape of its French home to inspire its garden for the 2006 Chelsea Flower Show, to be held between May 23 and 27 this summer.

Designed by eminent garden landscaper Jinny Blom, the garden takes inspiration from decorative French gardens and uses only natural chalk materials and plants that are chalk-tolerant. The idea is to demonstrate how a seemingly unyeilding chalk landscape can be transformed into fine wines or fine roses.

“Since we first started working with the RHS and the Chelsea Flower show eight years ago we have seen consistent year-on-year sales growth across our range of Champagnes,” said David Hesketh MW, Laurent-Perrier’s MD. “Once again the sponsorship will be the major focus for our summer marketing activity,” he added.

St Patrick’s pay day

A whopping 1.8 million cans of Guinness draught were sold in the week including St Patrick’s day last year. That’s a sales increase of 36% compared to an average week. This year, with the Irish celebrations falling on a Friday, the Guinness team are intending to make it even more of the occasion.

A spend of £2.5 million (part of a £5m spring/summer marketing investment by the brand) will support the stout across St Patrick’s Day and through the international rugby season, of which Guinness is a key sponsor.

Sponsorship of Sky Sport Rugby, radio advertising, in-store POS material and rugby-branded packs will be part of the off-trade marketing campaign. There will also be off-trade specific TV advertising – a new advert entitled Fridge, launched in mid-February this year, will build on the iconic, Good Things Come To Those Who Wait, campaign.

Guinness is also sponsoring the Cheltenham Gold Cup in March.

Authentically Russian

After ITS recent move to the Pernod Ricard stable, Stolichnaya is to enjoy a marketing boost to the tune of £500,000 as part of a strategic repositioning of the brand.

The focus will be on Stoli Red and Elit which will be targeted at premium bars right across the UK over the next six months. “Stoli is now challenging Absolut’s leadership of premium vodka and is seen as the authentic Russian Vodka,” said Roger Harrison, head of marketing at Pernod Ricard. It will be interesting to see the effect such a push has in an already packed sector.

Carling caters for ‘real’ fans

prawn sandwiches and suits were out at this year’s Carling Cup Final as the lager sponsor reclaimed the event for true fans.

More than 800 tickets, normally reserved for corporates, were donated to supporters of finalists Manchester United and Wigan. “We wanted to make it a memorable day for the people who’ve helped make this a great competition,” said Carling Cup sponsorship manager, Richard Smith.

Some 400 fans were treated to hospitality in VIP boxes and were served  bangers and mash along with beer  – of course.

Scots rugby

Continuing the rugby theme, though moving from Lansdowne Road to Murrayfield, The Famous Grouse has announced it is to spend £750,000 on marketing activities during the Six Nations competition.

Widespread on-trade activities will be a key part of the mix, with prizes on offer, as well as sampling activities and limited-edition rugby shirts. “We are drumming up enthusiasm among the nation and spurring Scotland to raise a glass to support the national team,” said Emma Heath, marketing manager for the brand at Maxxium.

Fans will also be given copies of The Famous Grouse rugby fanzines.

Oddball book by hendrick’s

“The ART of Being Odd Yet Courteous” is just one of the conundrums of life addressed by a new book published by that quintessentially English tipple, Hendrick’s Gin.

The Illustrated Field Guide to Hendrick’s Gin hopes to immerse readers (and brand aficionados) in the peculiar world of Hendrick’s Gin. “One will soon be able to name a Hendrick’s cocktail from no less than 50 paces and even spot a rare specimen – the Hendrick’s Quaffer,” claims the guide.

Available as a free gift with a purchase of Hendrick’s from the brand website (hendricksgin.com) the guide includes cocktail recipies from self-styled King Cocktail Dale deGroff, party tips and other “trifling niceties”.

“It is an essential guide for any Hendrick’s enthusiast and will certainly enlighten others of the peculiar world of Hendrick’s,” said brand manager Jun Hirst.

© db March 2006