Top drinks marketing campaigns and news: January

Lalique x Château Lafaurie-Peyraguey

Glassmaker Lalique created an exact replica of a 225-litre barrique made of crystal and filled it with Sauternes to celebrate the 400^th anniversary of Château Lafaurie-Peyraguey.

The premier grand cru classé estate is owned by the CEO of Lalique, Silvio Denz, and the barrel will remain on display at the château alongside other unique pieces including a six litre (imperial) bottle made of crystal.

The wine used to fill the barrel is from the 2013 vintage, the first to be vinified at the château under Denz’s ownership and the whole idea of the concept was to celebrate the estate’s 400^th anniversary from 1618 to 2018.

The barrel itself took over two years to make and used a technique known as ‘lost-wax casting’ that was used extensively by Lalique up until 1930 but is rarer today as it is used for objects cast in one go and so requires an immense degree of skill.

As well as being made from crystal, the barrel is ‘bound’ by leather straps designed to imitate the metal hoops that hold a traditional oak barrel together, but these have been secured with cabochons of crystal and the opening of the barrel with a crystal bung.

On the barrel’s front face is an engraving of the ‘Femme et Raisins’ motif that René Lalique created in 1928, originally for the first-class sleeping cars on the Côte d’Azur Pullman Express.

Beck’s

AB InBev owned Beck’s launched the Beck’s Blue Monday campaign last month, offering consumers a free non-alcoholic beer redeemable in selected pubs and bars across the UK.

The campaign ran in partnership with over 1,000 Mitchell and Butler locations, helping to drive footfall during the quietest month for the on-trade.

Blue Monday, this year falling on 21 January, is known as the gloomiest day of the year.

Rory McLellan, on-trade sales director, AB InBev UK, commented: “When speaking with our partners we often hear the same concerns: after a busy Christmas and New Year’s, pubs struggle to get people though the door in January. We wanted to create a fun campaign that would help the on-trade boost footfall while also being mindful of consumers’ growing appetite for abstinence and moderation.

“Beck’s Blue with its distinctive, light, crisp refreshing taste is a must-stock for pubs and bars looking to draw people in during the quieter periods, as many will be looking for venues that stock a good selection of low and no alcohol beers. At AB InBev we are committed to offering people choice with our great tasting and diverse no and low alcohol portfolio, and we are delighted that Mitchell and Butlers is partnering with us to help bring a bit of joy this Blue Monday.”

Anna-Marie Mason, director of brand marketing at Mitchell and Butlers, said: “At Mitchells & Butlers, we aim to make everyone welcome, whether drinking alcoholic beverages or not.  We also know January is a key period for moderation and, we want to help our customers with their goals.

“We want them to experience the friendly surroundings of our pubs and bars, but not give up on their resolutions. We are therefore delighted to be partaking in the inaugural Beck’s Blue Monday and to offer visitors to Mitchells & Butlers establishments a refreshing non-alcoholic beverage.”

Moët x Ascot

Ascot Racecourse announced a new four-year partnership last month that will see Moët & Chandon’s Grand Vintage become the official Champagne of the racing event.

Moët & Chandon Grand Vintage will be the ‘Official Champagne of Royal Ascot’, and Moët & Chandon the ‘Official Champagne of Ascot’, as part of a new four-year sponsorship that will run from 2019 to 2022.

Moët & Chandon Grand Vintage, made only in exceptional years, will be available at Moët & Chandon bars across the racecourse for the duration of Royal Ascot this June, and at one permanent bar, Pall Mall by Moët & Chandon, during the Flat season.

Moët & Chandon Grand Vintage will also be the only Champagne to be served to official guests of the Ascot Authority on race days and will hold naming rights to the International Handicap Stakes on King George Day in July.

Especially interesting is Moët’s decision to showcase its Grand Vintage Champagne at the event, alongside its wider portfolio, a cuvée more often reserved for collectors and enthusiasts and rarely showcased at large-scale events due to its limited nature. The last Grand Vintage released was the 2012, which retails at around £45 and is made from a blend of 41% Chardonnay, 26% Meunier and 33% Pinot Noir, with a dosage of 5g/l.

Speaking about the Grand Vintage offering, Benoît Gouez, cellar master at Moët & Chandon, said: “We are honoured to bring Moët & Chandon Grand Vintage, a Champagne of distinguished character, to Royal Ascot and Ascot. Every Moët & Chandon Grand Vintage is an ode to a unique and original harvest, blending that year’s most remarkable wines according to my freedom of interpretation in respect of the individuality of each vintage. I am delighted that guests will be savouring it, perhaps for the first time, at such a prestigious and iconic event. Ascot and Moët & Chandon already share a long-standing legacy filled with exceptional celebratory moments. We are thrilled to finally be coming together and look forward to creating many more in the years to come”.

Bushmills 

Proximo Spirits-owned Bushmills launched a new ad campaign last month called ‘Red Set Go’ which it claims portrays the “real Ireland” in order to attract the next generation of whiskey drinkers in the US.

Following a group of Belfast locals on a night out, the ad sees them partying at underground raves and running through the cobbled streets, with Louder by Kid Karate as the soundtrack to their night.

Jeffrey Schiller, brand director of Bushmills Irish whiskey, said: “The next generation of whiskey drinkers craves real experiences and honest brands. For so long, Irish whiskey has been about tall tales and green plastic hats on St Patrick’s Day, so ‘Irish-ness’ has almost become corrupted.

“We want to show America the real Ireland, and what better Irish whiskey than Bushmills – Ireland’s oldest licensed whiskey distillery – to show the way.”

The video campaign was created and produced by Virtue, Vice Media’s creative agency.

Jess Toye, creative director at Virtue, added: “With Red Set Go we want to show the raw and electrifying Ireland that sets us apart from the romanticised vision of the country that is far too often portrayed. The sounds, the set, the people represent the real Belfast and convey the excitement and energy of the city.”

Red Set Go was distributed digitally, socially and on TV in the US from mid-January. The campaign will also launch a live music series in the summer.

Wines of Argentina

Wines of Argentina (WOFA) launched a disruptive new marketing campaign for 2019 last month, called “Vino Argentino: A Blind Tasting Story”, which features a love story between two people from opposite worlds and targets young women in the US.

Exports of Argentine wine to the US reached 50,732,700 litres in 2018, the equivalent of US$244,866,000, making it one of its key export markets.

The campaign is formed by a 10-part fiction mini series aimed at women that communicates the “evolution and differential attributes” of Vino Argentino.

The mini series depicts a love story between two people “from opposite worlds”: Justin, a successful young craft brewer from California who is “very disciplined in his own mess. Restless, impetuous, impulsive and self-confident”; and Pilar, an “organised and precise” Argentine sommelier.

Their story sees them take a journey through the wine-growing regions of Argentina, during which they find common ground despite their differences.

“Our intention is to focus on and talk to young women who represent a growing segment among wine consumers in the United States,” said Magdalena Pesce, marketing and communications manager of Wines of Argentina. “It is a story that aims to break down certain prejudices, without losing sight of the ultimate goal of the campaign, which is to make Argentina and our wines attractive to US consumers.”

The miniseries premiered on YouTube and WofA’s social media channels, and the series will conclude on Valentine’s Day.

 

 

Coyote Ugly

The owner of Coyote Ugly, a chain of bars made famous by the 2000 film of the same name, joined her bikini-clad staff in posing for a calendar to mark the brand’s 25th anniversary.

Lil Lovell, 51, founded the Coyote Ugly bars in 1993 with a saloon bar in New York City known for its western theme and scantily clad waitresses who would periodically perform dance routines on the bar. The chain operates a strict “no “frou frou” shaken or stirred drinks, with any serve that requires a blender or more than two ingredients to make barred.

The concept has since expended to 21 locations worldwide in seven different countries including the US, Russia, Ukraine and Germany. Its first UK venue opened in 2016 in Cardiff. 

The bar has long sold a calendar featuring the Coyote Ugly bartenders, typically aged in early to mid 20s, but this is the first time that its founder, Liliana Lovell, has joined them. Posing in a red string bikini, the 51-year-old entrepreneur is accompanied by the tagline, “Cheers to 25 years fueled by diet, exercise, and Bourbon”.

Of the calendar, Lil said: “50 is the new 30! I spent so many years thinking of diet and exercise as a means to simply ‘look good’. At 50, I looked at myself in the mirror and truly thanked my body for carrying me through life. This little 5’1′ vessel has carried me over millions of miles, held and then nursed my son for years, sheltered me from any severe sickness, and after all that, I kind of have a 6 pack. Damn it, I need to be in the calendar!”

The 2019 Official Coyote Ugly Bikini calendar features 15 Coyote Ugly Bartenders with CEO Lovell adorning the back cover.

Hogs Back Brewery

Surrey brewery Hogs Back encouraged consumers to start 2019 by going “TEA Total” and enjoying a pint of its flagship beer TEA, which stands for Traditional English Ale.

The ‘Support Your Local – Go TEA Total’ appeared on pump clips and posters in pubs as well as on social media.

Rupert Thompson, managing director of Surrey-based Hogs Back Brewery, said: “Our TEA Total campaign is a little tongue-in-cheek, but also has a serious message behind it. Pubs are an important part of the community, and they particularly need support during January, which has always been a quiet month for the trade and become even quieter since the arrival of Dry January.

“Equally, we’re encouraging people to enjoy a locally-brewed beer or two in moderation, even if it’s just once or twice during January. This can be a difficult time of year for many people; a pint shared with a friend in the pub is an important way of countering social isolation, and contributes to our overall well-being.”

“Our poster features a checklist that encourages people to be moderate in all things, whether that’s visiting the gym, starting a diet or enjoying a pint of local ale!”

Concha y Toro

Chilean wine giant Concha y Toro received the Cool Place to Bike award last month for its success in its sustainability objectives.

Overall, the producer as saved 4.2 tons of CO2 emissions, the equivalent to avoiding 1,547 litres of fuel, planting 279 trees, doing 86,698 minutes of exercise or burning 420,000 calories.

The company encouraged its employees to download an app, developed by Kappo Bike, which measures the daily journeys carried out either by foot or by bike. All its employees participated in the campaign throughout November last year.  

“This initiative not only helps the environment, but also the competitors, by improving their health and quality of life, which you can see in the final results: in total, there were 419,000 calories burned and 31,250 trips carried out, which equated to 274,000 kilometres. This is the same distance as going around the Earth seven times”, said Iván Páez, founder and CEO of Kappo.

Páez also said that 55% of the companies that participated in “Cool Place to Bike” achieved, and in some cases exceeded, their goals. He hopes to increase participation for the next campaign, which will happen in April 2019, as the goal is to increase health and environmental awareness in Chile.

Robinsons

Stockport-based brewer Robinsons has announced that a fundraising campaign it began back in July 2016 and continued has raised a total of £18,000 for charity.

Called Dizzy Donates, the scheme initially saw the brewer pledge 5p from every pint of its flagship Dizzy Blonde ale sold during July and August 2016. It subsequently continued the scheme in 2017 and 2018.

Robinsons have donated the money to Help the Heroes, a British charity that supports the recovery of those in the Armed Forces whose lives have been affected by their service.

Gill Yates, brand manager for Robinsons Brewery, commented: “We are pleased that the campaign has continued to be a success over the years. 5p might not seem like much but all the pints add up and help to make a real difference – 118,000 pints of Dizzy were sold in 2018’s campaign.

“100% of the funds raised have been donated from the participating pubs to the numerous charities involved; all of whose work is truly exceptional in serving specific needs and truly making a difference. This campaign has given new meaning to ‘responsible drinking’ and we are honoured to raise a pint in celebration of everyone’s generous support.”

Jubel Beer

The founders of UK beer brand Jubel took to the road last month for ‘Vanuary’ – a mission to visit each of the 250 Sainsbury’s stores they are now stocked in across the country.

Celebrating the newly-won listing, the founders Tom Jordan and Jesse Wilson travelled 3,000 miles across the country, sleeping in a VW campervan. They toured stores across four countries, from locations in Northern Ireland all the way down to Penzance.

Co-founders Tom Jordan and Jesse Wilson say: “It’s been a complete whirlwind of a year – 300 accounts in our first 3 months, a sell-out London launch in Selfridges, a couple of World Beer Awards and a national Sainsbury’s launch. We thought we’d continue the mayhem by spending Jan in a Van and doing a trailblazing UK store tour. Keep an eye out for our van towing a branded advertising trailer at a Sainsbury’s near you!”

The journey took place from 7 to 21 January.

Fever-Tree

Tim Warrillow (CEO of Fever-Tree) with women from the Ojwando Community wearing “malaria no more” t-shirts.

Mixer brand Fever-Tree announced a three-year, £1 million partnership with Malaria No More last month, based on the shared ambition to end malaraia.

The 2017 World Malaria Report showed an increase in cases for the first time in a decade and Malaria No More believes there is “a real danger of complacency.”

Fever-Tree’s funding will help the charity to drive forward efforts to achieve the commitment made by 53 Commonwealth leaders in April 2018 to halve malaria across the Commonwealth by 2023.

Tim Warrillow, CEO, Fever-Tree, said: “We are hugely proud to be able to extend our support to Malaria No More, for a cause so closely aligned to our roots. Tonic water’s origins lie in mankind’s centuries-old fight against malaria with quinine being given to British soldiers in India in the 19th Century to ward off malaria. To counter its bitterness, soldiers began to mix it with water, sugar and their gin rations…the gin and tonic was born.

Many of the communities where we source our ingredients experience the devastating effects of malaria and I have seen first-hand the amazing work that James and his whole team do. I am hopeful one day we will be able to raise a glass to the global eradication of this disease.”

James Whiting, CEO, Malaria No More UK, said: “Fever-Tree’s support and belief in Malaria No More UK to date has been nothing short of life changing. Their commitment to date has helped us to persuade 53 global leaders to commit to halving malaria and inspired pledges of over $4 billion.

This new partnership gives us the wherewithal and the inspiration to do everything in our power to help deliver on our ambition to be the generation that ends the deadliest disease in history.”

Lucky Saint 

UK beer brand Lucky Saint unveiled a new advertising campaign last month featuring nuns drinking bottles of lager accompanied by a reference to a passage in the bible.

The campaign consists of black and white images of nuns shot by British photographer, Rankin.

Produced in partnership with creative agency Karmarama, the images depict nuns holding a bottle of Lucky Saint beer, above a reference to a bible passage, specifically 1 Peter 5:8.

Acting as a sort of tag-line for the brand, the verse states: “Be sober, be vigilant; because your adversary the devil walks about like a roaring lion, seeking whom he may devour.”

While the brand is British, the unfiltered, 0.5% ABV lager is independently brewed in Germany. The beer contains 53 calories per bottle and combines Pilsner malt with Hallertau hops in a “tailored brewing process” which concentrates on retaining the flavour and character of the beer.

The campaign was featured on posters across London and the beer itself is available through the brand’s website and at selected bars and restaurants in London including Honest Burgers, The Berkeley Hotel and The Star in Bethnal Green.

Lucky Saint founder, Luke Boase said: “We feel very lucky to work with Karmarama and Rankin for our first ever campaign. They share our vision that we should all be able to enjoy a great quality beer, whether drinking alcohol or not”.

 

Thatchers

Cider producer Thatchers announced that it was unveiling a new TV commercial last month.

Aired for the first time on 2 February, the ad, entitled Race Car, features the Thatchers ‘spokesperson’ first introduced in an earlier hot air balloon-themed ad in 2017.

Following an unexpectedly slow race car driving through West Country landmarks, it will also be included in a video on demand campaign running from April to July and in cinemas during July and August.

Yvonne Flannery, head of brands at Thatchers Cider commented: “This new phase of our award-winning campaign features our popular Spokesperson, as well as cameos from Martin Thatcher and our chief cidermaker Richard Johnson.

“Filmed in iconic West Country locations, it retains a gentle, warm-hearted yet funny tone, and leaves the viewer with no doubt as to the taste and quality of Thatchers ciders – ‘what cider’s supposed to taste like’.

“Following from our Hot Air Balloon commercial, Race Car creates a long-term campaign for Thatchers, filmed in the same, sunny photographic style, and featuring familiar faces, music and scenery to support brand recognition.

“Of course, the notion that the race car is going so slow is clearly ridiculous, as was the low flying hot air balloon in the first of the ad series. This is a humorous ad that will appeal to a wide audience and introduce new customers to our brand.”

The Fynoderee Distillery

Isle of Man based artisan start-up, The Fynoderee Distillery, has reported a gross sales turnover exceeding £544,000 in its first year of trading.

Tiffany Kerruish, co-founder of Fyonderee distillery, told the drinks business she had a number of sustainability-focused initiatives planned this year. Kerruish said the company is in the process of moving to a bigger site on the island in Ransay, and will allow customers who have already purchased gin from her distillery to simply refill their bottles, cutting down on wasted glass.

“It saves us the cost of the bottle, and customers will be getting their gin slightly cheaper too,” she told db.

“As we’re a partner of the biosphere we try to keep those goals in mind as we grow the business. We’ve been phasing out plastic packaging, even down to the seals on our bottles, and we’re excited to introduce a refill service when we move back to Ramsay.”

There are currently just three distilleries on the Isle of Man; Kella, which has been operating in Ramsey for more than 30 years, Seven Kingdoms Distillery, which launched in September 2016, and Fynodree Distillery, which launched last year.

Havana Club

Cuban rum brand Havana Club launched a clothing range in partnership with fashion brand Daily Paper, marking its launch with a catwalk event of the collection, complete with DJ set and signature cocktails, in Antwerp.

The eight-piece black and gold themed capsule collection, inspired by the “gold chain” of street culture, includes a t-shirt, hoodie and hip flask, all of which are available on the DailyPaper website.

Its launch coincides with the release of a limited edition Havana Club 7 Años bottle, co-designed with Daily Paper and featuring a unique Daily Paper x Havana Club logo, is available on the Monar, Dranken Bouique and Drinks and Co websites at the RRP of €40.

The collaboration celebrates “the authenticity, tradition and eclecticism of each brand – blending the rich heritage of Havana Club with the modern aesthetic of Daily Paper”.

Ludmilla Stephkov, brand director design at Havana Club International, said: “It is incredibly exciting to finally unveil the Havana Club x Daily Paper capsule collection to the world – it marks the start of the next chapter for Havana Club as we look to lead the rum revolution and recruit the rum drinkers of tomorrow.

“Havana Club is the rum of the streets of Cuba, and we have been inspired by the colourful way of life, laidback attitude and confidence of the people of La Habana to guide us forward. We have torn up the rulebook of rum and look forward to collaborating with more artists and brands in the future.”

As part of the partnership, Havana Club and Daily Paper have also introduced the Cuban Links contest, again inspired by gold chains, to support emerging creative talent. Three winners from the fields of design, photography and music will be flown to Havana, Cuba and mentored by Havana Club, Daily Paper and other industry leaders during a week-long creative workshop, where they will produce new apparel pieces and a media campaign to finalise and promote the Havana Club x Daily Paper collection around the world.

 

Moosehead Breweries

Canadian brewery Moosehead donated $25,000 to increase the height of ‘Mac the Moose’ in order to regain its title as the ‘world’s largest moose’, a crown it lost to a Norwegian competitor in 2015.

New Brunswick-based Moosehead has announced a partnership with the mayor of Moose Jaw to restore the town’s moose sculpture, affectionately known as Mac the Moose, to its former glory.

At a height of 9.8 metres, Mac was once the world’s largest moose, but lost his crown when Norway erected Storelgen, that surpassed him by 30 centimetres.

Vice president of marketing and sales at Moosehead Breweries, Trevor Grant, told Calgary Herald: “We’ve never been one to back down from a fight, and we do recognise that same resilience and sort of fighting spirit in Mac the Moose.

Grant told the site that the moose symbol had been used in the brewery’s branding since 1933 when it created a Moosehead Pale Ale.

Canadian social media stars Justin and Greg launched a $50,000 Go Fund Me Campaign which has since amassed bids totalling $12,876.

Mayor of Moose Jaw, Fraser Tolmie, and deputy mayor of the Norwegian municipality of Stor-Elvdal, Linda Otnes Henriksen, have also got involved.

Tolmie told CTV News: “I’m doing this on behalf of Canada. Our pride is on the line here.” Henriksen responded: “I say bring it on.”

In a Facebook post, Moosehead added: “As the brewery with the most Canadian pride, Moosehead couldn’t be more proud to be in partnership with the mayor of Moose Jaw to announce the contribution of $25,000 to bring Canada’s Mac The Moose back to its former glory.”

It is believed the money will be spent on lengthening Mac’s antlers and carrying out some more general restoration.

Built in 1984, Mac stands on the grounds of Moose Jaw’s visitor centre. Meanwhile, Storelgen, translated as ‘the big elk,’ is located on Norway’s E3 route and was constructed in 2015 by Norwegian artist Linda Bakke.

Hawkes 

Brewdog-backed London cider company, Hawkes, set up a different kind of “Apple Pay” at its taproom to help drinkers get through the last week of January.

Based in south London’s Bermondsey Beer Mile, the producer gave customers a free pint of cider at its taproom – usually priced at £4 – as long as they bring an apple in exchange.

The cidery’s founder, Simon Wright, said he hoped it would give cash-strapped drinkers a “little lift this month” despite a rising number of people abstaining from alcohol as part of Dry January.

Hawkes, which received an investment from craft beer giant Brewdog last year, originally launched an #AppleDonor scheme in 2015, where Londoners could bring their own apples to the producer to be made into craft cider, and receive a bottles of Hawkes’ Urban Orchard in return.

“Our very first bottle of Urban Orchard cider was made from apples collected in London,” Wright said, “so once again we are calling on Brits to hand over their apples in return for cider.”

 Lowlander Beer

A Dutch brewer used discarded Christmas trees to make a seasonal IPA as part of its zero waste Lowlander Tree to Table recycling initiative.

Dutch botanical brewery, Lowlander Beer, collected unwanted trees and used their needles to brew its 2019 Winter IPA, as well as a Lowlander Botanical Brut – a limited edition sparkling beer made from spruce and Champagne yeast.

“We brew with botanicals and had a simple idea,” the team said, “Christmas trees that normally end up with the garbage give a second life by brewing botanical beer. Our campaign was so successful that we now need your help to process more than 1000 trees into special botanical beers.”

Around 600 kilos of needles needed to produce the 2019 batch of Winter IPA. The brewery has already partnered with organisations such as the Amsterdam Botanical Gardens, Amsterdam’s RAI Convention Centre, and restaurants, who have pledged to donate their trees after the festive period. Lowlander is also offering to collect any unwanted trees from people who wish to donate, but needs is crowdfunding to help with the collection and processing of all the trees.

“We need at least €60,000 to process all donated Christmas trees,” the brewery has said. “For our ambition of zero waste and to process even more logged-on trees that are now on the waiting list, we ideally pick up more so that we can really reuse all trees from peak to root. Put simply, the more money we can collect, the more trees we can process.”

This season’s limited edition Winter IPA is a 5% white IPA, brewed with spruce needles and juniper berries, “combining the hoppy and balanced bitterness of a traditional IPA with the fresh maltiness of a witbier”.