Marketing: New Products

Plymouth Gin’s 1930s bottle references the classic cocktail era. Plus new products from Bacardi, Thailand’s Siam Winery, Hatch Mansfiled and Constellation

Product name: Plymouth Gin
Contact details: Susy Atkinson, Maxxium UK, +44 (0) 1786 430613
Maxxium UK says Plymouth Gin has “reaffirmed its position as a modern classic” with the launch of a new stylish bottle, “the brand’s first revolutionary design change in its 200 year history”. A global marketing campaign highlighting the brand’s smooth taste will accompany the launch. Eileen Livingston, Maxxium UK’s senior marketing manager for Plymouth Gin, says, “As well as paying its respects to the art deco era, we feel that the new bottle is also a truly modern classic and reflects on the consumer resurgence in classic cocktails.” Martin Price, Maxxium UK’s acting marketing director, says, “Plymouth Gin has been identified as a key growth brand within our premium portfolio.” Plymouth Gin, described as “a star of the cocktail era”, can be produced only in Plymouth and is still bottled at 41.2% ABV with an RRP of £13.15.

Product name: Bacardi Apple and Bacardi Berry
Contact details: +44 (0) 2380 635252
Bacardi Brown-Forman Brands has launched two new rum products, Bacardi Apple and Bacardi Berry in the UK off-trade. Available in major grocery outlets and in Threshers, the new products will be supported by an ATL package valued at £1.4 million. The new Berry and Apple flavours will target both male and female consumers in the LDA-24 age group and are considered to be entirely separate products from the existing Bacardi rum family – Bacardi carta blanca rum, Bacardi oro rum and Bacardi 8 year old rum. With an ABV of 32% the new flavours will be available in 70cl bottles, retailing for approximately £12.49. Fraser McGuire, senior trade marketing manager for Bacardi rum, says, “We have recognised the huge potential [for flavoured rums] in the UK market.”

Product name: Sabai

Contact details: +44 (0) 20 7434 5656
Thailand’s Siam Winery has joined forces with distributor Red Bull UK for the national UK launch of Sabai wine spritzer (with hibiscus, no less). At 5% ABV and with a relatively low sugar content, Sabai offers an alternative in the RTD sector, unlocking “a potentially massive bottled spritzer market”. Available in a 275ml bottle, Sabai (“take it easy” in Thai) is served in a long glass over ice with a squeeze of lime. The fruit of the hibiscus flower gives the drink its ruby-pink colour and has been used for centuries to relieve stress and anxiety. Sabai retails at £4.99 for a 4-bottle pack in 313 Tesco Extra stores and 220 Sainsbury’s Superstores (from July 17). On-trade, it will be available in over 600 bars and key national groups from this month. Sabai’s “colourful” programme of launch events includes Henley Regatta, Gay Pride London and the Ladyboys 2006 tour.

Product name: Viña Caliterra

Contact details: Hatch Mansfield, +44 (0) 1344 871800
Chilean winery Viña Caliterra has unveiled a new global livery across its entire range, incorporating a complete move to Stelvin screwcaps for all white wines and varietal reds. The Caliterra livery now comprises a distinctive split-label design, created by award-winning global-brand designers Amphora. The upper label highlights the Caliterra name riding on a wave of copper, “chosen to represent the minerals within the Chilean soils and mirror the gentle slope of the surrounding Colchagua hills”. In 2004 Eduardo Chadwick became the sole owner of Caliterra which was established in 1996 as a joint venture between the Mondavi and Chadwick families. According to Chadwick, “We are an estate-focused producer and this new presentation is part of our future development plans for the brand.”

Product name: Champagne GH Mumm expedition kit
Contact details: +44 (0) 20 853 84020
In collaboration with renowned adventurer Bear Grylls and acclaimed leather designer Bill Amberg, Champagne GH Mumm has launched the luxury Expedition Kit, “a multifunctional leather backpack”. Available from Selfridges at £275, the pack contains “luxury survival tools” including a Leatherman pocket knife, a Companion 9 Silva compass and a protected “secret” map pocket containing a silk map of the Champagne region. Should things get really tricky out there, the backpack also features a padded, insulated chilling compartment containing a bottle of GH Mumm Grand Cru Champagne. Also included is a pair of “elegant, yet indestructible” Champagne flutes. Don’t leave home without one.

Product name: Funkin Water

Contact details: Funkin Limited, +44 (0) 20 7328 4440
Responding to an increasing demand for alternatives in the functional drinks category, Funkin has launched three fruit waters, infused with botanicals and herbs. The Irish spring water contains real fruit flavours, designed to address the consumer demand for healthier drinks. The three flavours are Cranberry and Echinacea, Lemon and Siberian Ginseng and Tangerine and Ginkgo Biloba. The waters provide a healthy alternative to carbonated soft drinks, and are targeted at the on-trade, but they are also available at some speciality retailers (RRP £1.30). The product is being marketed as cool, unisex, upmarket and healthy. Before this launch, Funkin had already established itself as a supplier of premium purées in the UK on-trade.

Product name: Krug 1995
Contact details: Carmel Perrott, Krug UK, +44 (0) 20 7245 4233, carmel.perrott@mhuk.co.uk
Krug Champagne released its next vintage, the 1995, on May 1. It follows on from Krug 1990, representing the largest gap between Krug vintages in recent years. Vintages are declared only in exceptional years, which occur, on average, three or four times per decade. Krug 1995 is said to be a classic Krug vintage, reminiscent of the 1969 and 1979 which were celebrated for their harmony and balance. Krug 1995 will be available through leading retailers, including Armit, Berry Bros & Rudd, Bibendum, Farr Vintners, Harrods, Harvey Nichols, Laytons, Majestic, Selfridges and selected Waitrose stores from £130 a bottle.

Product name: Twin Fin
Contact details: Constellation Europe, 01483 690000
Twin Fin is a new premium Californian wine brand, featuring both a Cadillac and a surfboard. The range consists of two white varietals and two red varietals (all with an RRP of £5.99), and offers an unpretentious, straight-talking brand. Launched in the UK at the London International Wine & Spirits Fair, the brand forms part of Constellation Europe’s portfolio. Named after a classic surfboard, the wines are made by two winemakers who are also keen surfers. The brand aims to associate itself with the easy-going, laid-back Californian way of life, and has been available in the US since last year. Twin Fin’s launch at the LIWSF last month featured a VW camper van, true to it’s Californian image.