Top 10 marketing campaigns

Nyetimber

English sparkling wine producer Nyetimber is having a busy summer season. No sooner has it launched a mint green Nyetimber bus from a converted vintage Routemaster to tour events like Henley than it has partnered with Goodwood Racecourse to bring bubbles to thirsty guests at Glorious Goodwood.

The three-year hook-up will see a bespoke Nyetimber bar open in the Gordon Enclosure where guests can sip its Classic Cuvée or Rosé and enjoy views of the racecourse from near the winning post. As part of the deal, the fizz will also be on pour at of other hospitality areas throughout the estate.

“We’re delighted to partner with Goodwood Racecourse – a quintessentially British venue only a short distance from our vineyards. We look forward to welcoming guests at our new bar – the perfect place to watch the racing over a glass of England’s finest,” said Nyetimber CEO Eric Heerema.

Gallo Spritz

California wine giant Gallo has joined forces with presenter and DJ Laura Whitmore as part of a campaign for Gallo Family Vineyards Spritz. The campaign aims to reflect the “lively and fruity nature” of Spritz in a bid to recruit the next generation of wine sippers “who want the sophistication of wine but prefer drinks with a fruitier and sweeter taste profile”.

Gallo is asking consumers to transform ordinary locations into the “perfect party hotspots” to enjoy Spritz. The campaign is set to reach over 10 million consumers via above-the-line activity, social media, PR and trade marketing. As part of the project, a branded “Spritz Your Summer” vehicle will travel to festivals and outdoor events across the UK offering samples to consumers.

Gallo Family Vineyards Spritz is available in Pineapple and Passion fruit with Pinot Grigio; and Raspberry and Lime with White Grenache, both of which are gently spritzed.

Heineken / William Grant

Beer brand Heineken and drinks maker William Grant have both partnered with the Rugby World Cup. Heineken has launched a multiplatform campaign that brings fans closer to the action.

The brand is on the lookout for 48 fans from across the globe to win the chance to open a match by attending the official coin toss prior to kick-off. Heading the campaign will be rugby legends Jonah Lomu, Will Carling, John Smit, Matt Dawson, Scott Quinnell, Rocky Elsom and finally Shane Horgan.

William Grant & Sons meanwhile, has been made the official spirits and Champagne provider of the tournament meaning attendees will be able to enjoy glasses of PiperHeidsieck, Glenfiddich, Hendrick’s, Sailor Jerry and Zubrowka. The company will be offering rugby fans the chance to win tickets to the matches, which take place between 18 September and 31 October.

Carling Zest

UK brewer Molson Coors has launched a £500,000 media campaign for Carling Zest with activity including point-of-sale and in-store digital advertising to develop a brand-”occasionality link” with the “Great British Summer”.

The campaign follows a redesign of the Carling Zest range in May, which accentuated the product’s flavour profile to improve on-shelf standout.

“In an increasingly crowded low-abv market, it’s important we support retailers by offering brands that create disruption, land a flavour-first message, and ultimately can gain cut-through on the aisle,” said Jim Shearer, brand director for Carling at Molson Coors UK. The campaign will run from 10-23 August.

Meantime Brewery

Meantime Brewing Company is giving craft beer fans across the UK capital a chance to win beer for their office courtesy of “The Beer Delivery Guy”. Running throughout the summer, each week Londoners can register online to enter the competition.

Two finalists, announced on Tuesday mornings, will take to Twitter and Instagram in an online beer battle for the opportunity to win beer for themselves and their colleagues that Friday. Adjudicated by the @MeantimeBrewing account, the most prolific tweeters will emerge victorious.

“We thought it only right to give something back to our most loyal fans – a good beer always tastes even better when you’ve earned it,” said Richard Myers of Meantime.

Hardys

Aussie wine brand Hardys has launched a £4 million campaign coinciding with its sponsorship of the English cricket team and this summer’s cricket season. The campaign will run alongside the 2015 Ashes series, featuring an exclusive broadcast sponsorship on Sky Sports throughout the summer cricket season.

The campaign will also see the launch of a creative that plays on the age-old rivalry between England and Australian cricket teams for the Ashes and a digital campaign focussing on #HardysENG and #HardysAUS for fans to engage with under the tag line: “Hardys of Australia, proud sponsors of England cricket”.

“It’s been a fantastic first year for Hardys and English cricket,” said Accolade’s Paul Schaafsma. “We’re delighted to be extending our agreement with Sir Ian Botham as a cricket ambassador for the brand, and to be working with Michael Vaughan and Stuart Broad for the first time.”

Grey Goose

French vodka brand Grey Goose has joined forces with Central Saint Martins to launch Les Visionnaires, a scholarship fund offering aspiring artists the chance to study at the famous arts college.

Keen to support the “visionaries of the future”, Grey Goose has kicked off the fundraising activities by inviting 21 Central St Martins alumni to create artwork personal to their own aesthetic that interprets the meaning of the phrase “to fly beyond”.

Three of the students have had their works designed onto a series of limited edition Grey Goose gift sets featuring a bespoke bottle of Grey Goose bearing the artist’s design, branded martini glasses, a stirrer and olive picks, with just ten packs per artist produced.

The sets will be sold at Selfridges with a percentage of the proceeds going towards the Les Visionnaires fund. Other students have been asked to create cocktails inspired by the “fly beyond” theme in collaboration with master mixologist Ryan Chetiyawardana.

Hendrick’s

Quirky gin brand Hendrick’s will be making a cameo at the Edinburgh Festival Fringe this month, bringing its “Emporium of Sensorial Submersion” to festival-goers. Housed at 91 George Street, the emporium will immerse guests in the “experimental, esoteric and entertaining” with cocktails imbibed to a “gin soundscape”.

Sound artist Mark IJzerman has “unpacked each atom” of Hendrick’s to create a programme of mind-expanding diversions that utilises the senses to deconstruct the drinking experience.

Attendees can choose to sip their drinks in the Cacophony Bar, the Sensorial Submersion Bar featuring a self-playing piano and Pavlov’s talking dog, or the Quietest Bar on Earth serving Hendrick’s Martinis.

Champagne Taittinger

Champagne Taittinger will be supporting the Royal Academy of Dramatic Art (RADA) as the official Champagne partner for their key fundraising events over the next year. With graduates including Alan Rickman and Sir Roger Moore, the partnership launched with popping corks at RADA’s Dramatic Dining Cabaret.

This latest affiliation strengthens Taittinger’s associations with the arts and creative world. “We’re delighted to partner with RADA and support a centre of excellence for dramatic arts,” said Lynn Murray, marketing director at Taittinger’s UK agent Hatch Mansfield.

Santa Rita

Chilean producer Santa Rita has launched a £353,000 marketing campaign featuring its best-selling brand Santa Rita 120. Entitled “The wine is Santa Rita, the moment is yours”, the campaign incorporates print advertising, in-store visibility and a series of competitions via neck collars. It features a series of “evocative” images depicting moments in which to enjoy Santa Rita wines.

The campaign leads with floral imagery in a hat tip to Santa Rita’s horticultural roots. The campaign went live in Ireland in July targeting commuters. The estate scooped the Ethical Company of the Year award at the 2015 Drinks Business Green Awards.