Marketing: New Products (September 2006)

Conscientious Cola: The world’s first micro-brewed cola claims to offer a healthier alternative to the real thing

Product name: Cricket Cola
Contact details: Pizzino, +44 (0)20 8822 3425
Attempting to tap into a consumer shift towards healthy alternatives to traditional soft drinks is Cricket Cola, made with real kola nuts, pure cane sugar (or a diet version sweetened with Splenda) and green tea. The drink’s owners claim that it is the world’s first micro-brewed cola and fans of the product apparently include George Clooney, who made sure Cricket was available on the set of his HBO television series K Street. He even allowed his actors to be filmed enjoying the drink.

Product name: Glenrothes 1994 Vintage Malt
Contact details: Marcin Miller, +44 (0)7795 057 881
Glenrothes unveiled its 1994 vintage last month, the latest single malt from the Speyside distillery. Much like vintages in other categories, Glenrothes 1994 shares characteristics with other vintages, while having a unique personality. This vintage has been described as stimulating and uplifting. Glenrothes make use of very tall stills, a slow second distillation, and a particular cask management policy to create this distinctive whisky. Only 2% of Glenrothes’ production is used to produce single malt, from which 16 vintages have been produced (and 14 have sold out). The 1994 vintage is available internationally, and has an RRP of £37.

Product name: Orchid Liqueurs
Contact details: Outin Drinks, +44 (0)8707 040 110
In keeping with the move towards fresh and natural ingredients Orchid has launched a range of liqueurs made with real fruit juice into the UK market. The drinks are vodka-based and come in four flavours – mango, passion fruit, guava and lychee. Each are 16% ABV (except for Orchid Guava at 13% ABV). The liqueurs are made in Canada and have already made an impact in North America where they are used in cocktails or simply served on ice. Sole distribution of Orchid Liqueurs in the UK is through Outin Drinks, a new marketing and sales business. RRP in the UK is £10.50 plus VAT.

Product name: Viña Montes Classic Series
Contact details: HwCg, +44 (0)1279 873 500
Viña Montes’ Classic Series has been given a makeover, with changes to both packaging and closures. The series is exclusive to the independent trade, and is designed with this sector in mind. The range consists of a Sauvignon Blanc, Chardonnay, Malbec, Merlot and Cabernet Sauvignon, all with RRPs between £6.99 and £7.99. The white varieties, sourced from the Casablanca and Curico Valleys, are now packaged with a Stelvin screwcap closure. The red varieties are all sourced from the Colchagua Valley. The series, with labels that now feature the iconic Montes Angel, has been specifically created to offer the specialist and independent sector a point of difference, and a range of quality Chilean wine.

Product name: Krug 1995
Contact details: Carmel Perrott, MHUK, +44 (0)20 7245 4233
Krug has released its 1995 vintage, which follows on from Krug 1990, the largest gap in Krug vintages in recent years. Warm temperatures during June 1995 ensured ideal flowering conditions, and warm sunny weather continued throughout the summer and early autumn. Krug notes that the 1995 vintage is reminiscent of the 1969 and 1979 vintages, describing it as having a honey, almond and brioche aroma, a rich palate and fresh finish. The Champagne house has also launched its Clos du Mesnil 1995, which follows the Clos du Mesnil 1992.

Product name: Patriarche Vin de Pays
Contact details: Patriarche Wine Agencies, +44 (0)20 7381 4016
Burgundy house Patriarche Père et Fils is launching a range of Vin de Pays wines onto the UK market. The wines have been created in consultation with UK subsidiary Patriarche Wine Agencies (PWA) with the on-trade in mind. The range consists of eight single-varietal wines, all under screwcap. The wines are from the Languedoc region and bottled in Beaune. “We felt there was a gap in the market for a range of good quality Vin de Pays wines,” explains PWA general manager, Keith Isaac MW.

Product name: Crazy Ed’s Orginal Crave Creek Chili Beer
Contact details: Pierhead Purchasing, +44 (0)20 8320 4467
Imported beer specialist Pierhead Purchasing has added another beer to its portfolio. Called Crazy Ed’s Orginal Crave Creek Chili Beer, it is sourced from Arizona and is the only beer in the world to contain a whole chili pepper in the bottle. “There is no doubting the beer is an acquired taste but we’re confident it will be of great appeal to those who adore hot food,” says Michael Cook, Pierhead’s director of imported beer. “The beer’s appeal is in the challenge element of drinking it,” he added. Apparently three-quarters of British drinkers who tried the brew said they couldn’t take a second sip. The beer has a 4.5% abv.

Product name: LFE Dual Varietals
Contact details: D&D Wines, +44 (0)1565 650952
Luis Felipe Edwards (LFE) is launching two dual-varietals for the UK off-trade. Both have an RRP of £4.99 and are due to be listed in Asda in September. “The wines [Chardonnay/Sauvignon Blanc and Cabernet Sauvignon/Malbec] fulfil the maxim ‘good quality at a good price’,” says Lewis Jones, marketing director at D&D, UK agent for the brand. “The introduction of LFE wine at this price point enables us to reach a new consumer with the LFE brand,” he adds. The wines are made from fruit grown in both the Puquillay and Nancagua areas of the Colchagua Valley.

Product name: POP Safari
Contact details: Vranken Pommery Monopole, +44 (0)20 7208 2525
Pommery has launched its third collection of the limited edition POP Art series. Called Pop Safari, the range includes six jungle-inspired designs by Japanese artist Takahiro Okawa, which were chosen for the 20cl mini bottles by Paul François Vranken in the Champagne house’s annual competition. The six designs – a jaguar, zebra, crocodile, giraffe, tiger and cow – will retail at £9.99 per animal, or £29.99 for a set of three in a zebra or jaguar print bag.
“Pommery has been seeking out and supporting new artists since the foundation of the house in the 19th century,” says UK manager Sara Hicks.

Product name: Emilio
Contact details: Jean-Pierre Testard, +33 5 56 24 70 71
The Union de Producteurs de Saint-Emilion has created a new Bordeaux wine label called Emilio. Launching with the 2005 vintage, the wine is made using the union members’ 100 hectares of Merlot, giving a single varietal wine that is apparently deep in colour with a meaty and slightly woody taste. Emilio has been given a red label to ensure it stands out on the shelf and will also be available in 3-litre bag-in-box format.

Product name: Dragon Stout
Contact details: Wanis, +44 (0)20 8986 1100
Afro-Caribbean food and drink distributor Wanis has added Dragon Stout to its portfolio of products in the UK. Dragon Stout is a Jamaican brewed stout, first brewed in 1920 by Desnoes & Geddes. It has a 7.5% abv and comes in 284ml bottles. “More and more people are travelling to the Caribbean and returning home with a taste for Caribbean food and drink,” says Wanis managing director, Sanjay Wadhwani. “Couple this with the sustained interest in imported bottled beer, then Dragon Stout has a huge potential for growth.”

Product name: Three Barrels
Contact details: First Drinks Brands, +44 (0)2380 312 000
First Drinks Brands is to distribute Three Barrels Rare Old French brandy following
the acquisition of Raynal & Cie by William Grant & Sons. “We have great ambitions
for Three Barrels which is a significant £33 million brand,” says Chris Mason, managing director at First Drinks Brands. A consumer Christmas campaign is planned for Three Barrels to raise awareness of the brand. The focus will be the off-trade where French brandy has an 83% share of the total brandy market. “Three Barrels already has a strong relationship with its consumers and we plan to build on that, initially during the Christmas period, with taste and value at the heart of our communications,” says Mason.

© db September 2006