Top 10 marketing moves of the month

Casillero renews Sky Movies deal

Concha y Toro’s Casillero del Diablo has renewed its partnership with Sky Movies following a record year of sales.

Since the partnership launched last year, Casillero del Diablo’s brand awareness has increased by 16% (from 56% to 65%), according to Wine Intelligence.

Over Christmas 2015, its sales value increased by £4.5m compared with the same period in 2014.

“Our sponsorship of Sky Movies provides year-round access to the right audience in the right frame of mind and in a context that brings our ‘legendary’ positioning to life,” said Clare Griffiths, commercial director at Concha y Toro UK.

“Working in true partnership with Sky, we have been able to harness the UK’s passion for film and wine to drive standout and market share during key category sales windows.”

Cointreau launches £20,000 bursary

La Maison Cointreau and actress Laetitia Casta have officially launched the UK Cointreau Creative Crew £20,000 Grant Scheme, part of a worldwide ‘philanthropist programme’ developed to support creative people and projects.

The ‘Dream, Dare, Create’ initiative, announced in 2015, will see one UK entrepreneur awarded £20,000 to support a creative project. UK creatives from any field – including cocktails, food, art, music, design and film – are invited to apply for the grant.

Once the finalists are announced, the Cointreau Creative Crew Grant Scheme Grand Finale will take place on the 24 May 2016 in Central London. The grand jury will meet with the 10 finalists in person, before crowning the winner of the £20,000 Grant Scheme. Casta was named creative director at La Maison Cointreau in January 2015.

Moët’s pop-up Champagne school returns to London 

Champagne Moët & Chandon’s Moët Academy pop-up returned to London this month – promising visitors a ‘world preview’ of the house’s soon-to-be-released Grand Vintage Rosé 2008.

Launched in the capital last year, the educational and immersive pop-up invites the public to sample and learn about Champagne, with tastings led by Master of Wine duo Susie Barrie and Peter Richards, and fellow wine writer Jane Parkinson.

The academy, which forms part of Moët’s ‘Open The Now’ campaign, takes ticket-holders on a tour through the Champagne-making process, from learning about the region’s chalk terroir and grape varieties to the blending of the base wines, maturation in the cellars and second fermentation in the bottle.

The tour is hosted by Champagne ambassador Simon Stockton. This year saw the introduction of an immersive 360-degree ‘virtual reality tour’ of the iconic vineyards of Champagne.

Each Academy session will culminate with a tasting of the full Moët & Chandon collection, including the Grand Vintage 2006 and a preview of the soon-to-be-released Grand Vintage Rosé 2008. The academy will run from 21 March to 3 April at the Condé Nast College in Soho.

Deutz sings Garsington Opera’s praises

Champagne Deutz is to be the official Champagne partner for the 2016 season of the Garsington Opera in Buckinghamshire.

Deutz will be served exclusively on-site at the Champagne Bar and Long Room Restaurant at the Garsington Opera’s 2016 programme of events.

Cuvées on offer will be Deutz Brut Classic, Brut Rosé, Blanc de Blancs 2009 and the house’s flagship Cuvée William Deutz 2000.

Michel Roux Jr films with Balvenie

Michel Roux Jr

Single malt Scotch The Balvenie has collaborated with Le Gavroche chef Michel Roux Jr on a short film series that highlights the importance of craftsmanship.

‘The Craftsmen’s Dinner’ project saw Roux Jr visit five craftsmen and women who are experts in their field, from a salmon smoker and a knife maker to an English sparkling winemaker.

The six-part series will go live on YouTube in fortnightly instalments from 15 March to 24 May, culminating in a dinner made by Roux Jr using the five products created by the show’s stars.

Pol Roger builds on equestrian link 

Pol Roger has agreed a partnership with The Festival of British Eventing for 2016 and beyond, extending its portfolio’s presence in the equestrian world. The Festival of British Eventing takes place on the 5-7 August 2016 at Gatcombe Park in Gloucestershire.

In addition, the UK distributer and subsidiary of the famous Champagne house continues to support the Land Rover Burghley Horse Trials, as well as Pol Roger Ambassadors and Equestrian Team GBR members Harry Meade and Laura Collett.

“To have Pol Roger on board for this year’s Festival of British Eventing is a real coup,” said Peter Phillips, co-chairman of The Festival of British Eventing.

“Pol Roger cares passionately about the sport of eventing as we do at The Festival. We look forward to an exciting event in this Olympic year and to be part of Pol Roger’s strong portfolio of events both in the equestrian world and beyond is very valuable to us all. We look forward to a long and happy association.”

Land Rover Burghley Horse Trials is recognised as one of eventing’s toughest challenges and is one of only six elite CCI4 competitions in the world. The competition is held from 1-4 September 2016 at Burghley Park, Stamford, in Lincolnshire within the stunning parkland of Burghley House.

Treasury backs ‘regional’ gems

Treasury Wine Estates has decided to increase its emphasis on several Australian wine brands as part of its international focus to champion Australia’s winemaking heritage.

The new strategy will see the company place greater emphasis on regional ‘gems’ from established Australian estates including Coldstream Hills, Devil’s Lair, Seppelt, T’Gallant, Heemskerk and Saltram.

By focusing on championing several of Australia’s key wine producing regions and their winemaking heritage, TWE hopes to drive growth opportunities within Australia and in TWE’s international markets.

“These brands have the freedom and the independence to grow – they are treasured, scaleable wines that we will transform into regional champions,” said TWE CEO Michael Clarke.

Acting in an advisory capacity is Australian wine critic, James Halliday, who said he saw this strategy as key to helping to build ‘Brand Australia’ internationally, adding that he was “genuinely excited” about the future of these brands.

TWE’s portfolio includes several other Australian brands including Penfold’s, Pepperjack, Rawson’s Retreat, Rosemount Estate and Wolf Blass.

Perrier-Jouët pairs with The Ritz

Champagne Perrier-Jouët has partnered with The Ritz to offer a 12-month commis sommelier apprenticeship at the prestigious London hotel.

The successful candidate will have the chance to work alongside one of the most highly skilled teams in the hospitality business, shadowing The Ritz head sommelier Giovanni Ferlito.

During the 12 months the apprentice will also have the chance to visit Epernay in Champagne at key moments of the year to learn about the making of Perrier-Jouët’s Belle Epoque cuvée. Visit theritzlondon.com for more information and to apply.

ECB hits it for six with Suffolk brewer

Chris Houlton, Managing Director Greene King Brewing and Brands (L) and Sanjay Patel, ECB Commercial Director (R) at The Kia Oval to mark Greene King’s new partnership with ECB

The England and Wales Cricket Board (ECB) has signed a five-year sponsorship deal with Suffolk-based brewer Greene King, making its flagship IPA the official beer of England cricket.

The deal includes a range of commercial rights including access to England players for promotional appearances, in-ground advertising and opportunities to display the ECB brand on retail products.

Greene King will make its debut at this summer’s international series against Sri Lanka and Pakistan, as well as the next home Ashes series in 2019.

Carlsberg to cash in on Euro 2016

This year’s Euro 2016 football tournament could be worth an extra £60 million to UK pubs and bars, according to the tournament’s official beer sponsor, Carlsberg.

As well as added revenue, Carlsberg’s research suggests hosting live broadcasts could contribute to a 60% uplift in pub sales.

Carlsberg’s Euro 2016 campaign will include trade activations, broadcast activity, marketing stunts and giveaways aimed at helping pubs to unlock the tournament’s potential. Its ‘If Carlsberg Did…’ campaign will focus on ‘substitutions’ ahead of an during the tournament, while well-known local pub signs such as The Red Lion will be substituted with patriotic alternatives such as The Three Lions.

Euro 2016 will take place from 10 June to 10 July in France.