First Drinks launches summer campaign

First Drinks has announced the launch of a major summer marketing campaign as part of a £55 million investment for the company in 2011, which will be based around consumer trials in the UK’s major supermarkets.

The campaign will run through to August and will encourage consumers to trial the mixability of some of the company’s key brands including Grant’s, Russian Standard Vodka, Sailor Jerry, Tia Maria, Cointreau, Mount Gay, Disaronno and Taboo.
 
The Simple Summer Drinks campaign will be focused around sampling activity in multiple grocery stores across the UK. The Sainsbury’s in-store sampling is already underway, with Tesco, Asda and Morrisons following suit in June and July.
 
A supporting POS campaign will include tear-off recipes and shelf barkers, as well as recipe leaflets in in-store magazines.

The supermarket sampling stands will recreate a summer garden and the company will be engaging directly with shoppers to share simple summer serve ideas. Playing cards featuring recipes will also be handed out to shoppers to encourage experimentation at home.
 
Una McCullough, marketing director at First Drinks, said: “Summer is the second largest sales occasion after Christmas, accounting for 24% of annual spirits value sales so it is vital that we work closely with retailers to exploit this opportunity.

"We are committed to supporting the trade throughout the year and particularly at these seasonal peaks, to deliver marketing solutions that really help drive sales and bring the all-important new drinkers in to the category.

New recipes from First Drinks this summer include:
 
Sailor Jerry:               Sailor Jerry and ginger, China Sea Fizz
Russian Standard:    Russian Apple Flower, Moscow Mule
Grant’s:                      Grant’s Godfather, Ginger Spice
Tia Maria:                   Tia Royale, Tia Maria and cranberry juice
Cointreau:                  Cointreau Cobbler, St Clements
Disaronno:                 Disaronno Cranberry, Disaronno and orange
Mount Gay:                Mount Gay and ginger, Mount Gay Daiquiri
Taboo:                        Taboo Red Apple, Taboo Blue with pineapple

Alan Lodge, 06.06.2011