Top drinks marketing campaigns and news: March

Vineyards of the Surrey Hills

With similar groups in Kent, Sussex and Hampshire already in existence, five Surrey wine producers banded together last month to launch the Vineyards of the Surrey Hills, covering wineries based in a designated area of Outstanding Natural Beauty (AONB).

The new group consists of five Surrey-based wine producers which include Greyfriars Vineyard, based on the Hogs Back just outside Guildford; Chilworth Manor Vineyard, located on the Chilworth Manor estate which is recorded in the Domesday Book; Albury Vineyard, an organic producer located just outside Guilford; boutique winery High Clandon; and English wine stalwart, Denbies, which is based in Dorking.

To celebrate its official launch on 8 and 9 June, the group has planned activities across all five member vineyards, giving guests the chance to sample the different wines and explore a “secret vineyard trail” at Denbies.

Other activities include live music in the vineyards, an art and sculpture exhibition among the vines at High Clandon, and ‘the battle of Waterloo tasting’ where visitors can sample Surrey wines alongside Champagne.

The wine group has also created a map of the region, which also provides details of how to travel to the area from London or the surrounding counties. All producers are within a 20-mile radius of the capital.

Commenting on formation, Nick Wenman, owner of Albury Vineyard and chair of WineGB South East, said: “England is now internationally recognised as a leading producer of top quality wines. We are proud to be putting Surrey on the map as a premium wine region, offering some of the very best wines and visitor experiences that England has to share.”

DO Rueda

The regulatory body for the Spanish DO Rueda will be targeting the UK market this year after exports to the country rose by 41.7% to over a million bottles in 2017, up from more than 700,000 bottles in 2016.

DO Rueda hosted a tasting last month at 67 Pall Mall in London, showcasing the new release 2018 wines, predominantly made from Verdejo.

Speaking to the drinks business, Mario Muñoz, international promotional director for the DO Rueda, said that the 2018 vintage was “quite hot with a long harvest period.”

“The advantage with Rueda is that most of the harvest can be done mechanically,” he said. “This means the producers can be selective about when to harvest the grapes and can get them in when they need to.

“In 2018, there was no stress on the plants and winemakers achieved enough alcohol as well as acidity. This was helped by the large difference in day and night temperatures – a feature of Rueda.”

A total of 130.6 million kilograms of grapes were harvested in 2018, of which 99.07% were white varieties. The tasting showcased over 30 wines including 21 Verdejos and Sauvignon Blancs, plus some older vintages including barrel-fermented Verdejos and the traditional dorado wines.

“Rueda has been growing a lot in the UK,” said Muñoz. “In the on-trade, as well as the domestic market in Spain, is where we’re seeing growth.

“Our wines are ‘gastronomic wines’ – good quality food helps to show them off.

“As well as the fresher styles, there’s also a trend for more complex wines and demand for them within Spain. We’re seeing winemakers increasingly use things like concrete eggs, barrel-ageing, and ageing on lees to produce a new category of wines.”

Warner Edwards

Craft distillery Warner Edwards is dropped the “Edwards” from its brand name last month as part of a refresh, three years after co-founder Sion Edwards left the business.

Founded in 2012, Warner Edwards was originally named after its co-founders, Tom Warner and Sion Edwards, but Edwards left the business in 2016. The co-founder went on to work for Birmingham-based gin distillery Langley, before being appointed general manager at Union Distillers in May 2018, according to LinkedIn.

The brand is now led by is Tom Warner and wife Tina Warner-Keogh, who left her role as director at London law firm Amala Partners to sign on as an investor and director at Warner Edwards in 2015.

In an emailed statement, Tom Warner said: “We’ve had quite the journey since we started back in 2012!”

 

“Our team has worked incredibly hard to get the brand to where it is and it’s this hard graft – coupled with great care for the environment and sustainability – that has enabled us to create epic gins and a brand we’re immensely proud of.

“We’ve enjoyed continued growth year-on-year, which has allowed us to keep innovating and driving the category.”

“The change of name to Warner’s feels like a natural evolution for us – our customers have been shortening our brand name to Warner’s for years, so now is the right time to make the change.”

Sion is supportive of Tom and Tina and all that the team has achieved since launch, according to a Warner’s spokesperson who added that Sion is “incredibly proud to have played a part in the brand’s early days.”

Coates & Seely x Jockey Club

English sparkling wine Coates & Seely was announced as the new sponsor of The Jockey Club last month, which will see its wines poured at 14 of the club’s 15 racecourses.

The three year partnership was announced on 28 March and gives the home-grown fizz the pouring rights at 14 major British racecourses such as Aintree, Epsom and Newmarket which hold some of the biggest events in the British racing calendar.

As well as the punters themselves, Coates & Seely will also be offered to all winning owners and trainers after the races too.

At each race meet Coates & Seely will have an official presence as well in the shape of a classic 1952 British Leyland coach, liveried in green and off-white, and from which its wines can be sold to racegoers.

The bus, named ‘Albion’, was discovered by Nicholas Coates a mere three weeks ago in a barn near Brussels looking, “terribly forlorn”.

He recounted though that he had instantly “fallen in love” and all of his family had quickly become aware that there was “another woman in my life”.

He described Albion as looking like, “an aged diva or dowager,” that just needed some “care and attention and her hair done”, which was accomplished in record time to allow a maiden cruise around Belgravia and Saint James’s in London on 28 March. Her first race appointment will be at Newmarket in April.

Commenting on the new partnership, Coates and Christian Seely, co-founders of Coates & Seely said: “We are delighted to have been appointed an official partner by the Jockey Club, which is a major accolade for our young brand. There are many qualities that connect fine wine with racing – not least the endless pursuit of form and quality and a love of celebration – and we greatly look forward to developing our activities across this wonderful portfolio of racecourses.”

Paul Fisher, chief executive of Jockey Club Racecourses, said: “It’s great to be working with Coates & Seely and we’re really looking forward to a prosperous partnership over the next three years. We look to support British producers on our menus and wine lists wherever we can and I’m sure our racegoers will be impressed with this sparkling wine. I know I am!”

 

Jackson Family x Guards Polo

One of Jackson Family Wine’s leading labels, Verité, was made the official red wine of the Guards Polo Club for the up-coming season.

The polo season runs from mid-April to mid-September and will host more than 500 matches in that time including the Queen’s Cup and Royal Windsor Cup tournaments.

The club is located in the heart of Windsor Great Park and Verité will be served in both the Royal Box and Clubhouse and will be available in the club’s marquees.

Barbara Banke, chairman and owner of Jackson Family Wines, commented: “I am delighted that Vérité will be the official red wine at the Guards Polo Club.

“Vérité is one of the jewels of my family’s portfolio, and we are thrilled to be offering these wines at this historic and prestigious club for its members and distinguished guests.”

Thatchers x ICC Cricket

English cider producer Thatchers announced that it would be the official cider of the ICC Men’s Cricket World Cup 2019, due to be held from 30 May to 14 July, with 48 matches played across 11 venues.

The Somerset cider maker will have exclusive pouring rights for its Thatchers Gold and Thatchers Haze brands in each of the venues for the duration of the matches. 

ICC general manager – commercial, Campbell Jamieson, said: “We welcome Thatchers as a partner for what is one of the most anticipated sports event in the world with the sport’s billion fans following the fortunes of their favourite players and teams. Thatchers is a renowned cider brand and we are delighted to be teaming up with them for the ICC Men’s Cricket World Cup 2019.”

Martin Thatcher, managing director of Thatchers Cider, said: “This is a fantastic opportunity to be a part of a major sports occasion that will have the eyes of the global sports community firmly on it. We know sporting events on this scale don’t come around very often, and we’re delighted to be a part of it.

“Cricket has such a long heritage and tradition, something that as a fourth-generation family company we share and are immensely proud of. So, this partnership with the ICC is a real fit with our brand. We are really excited about bringing our ciders to the World Cup so fans from around the world can add to their enjoyment of some brilliant cricket with a refreshing pint of Thatchers.”

Over 850,000 people are expected to attend the matches which are being played across cricket venues including Lords Cricket Ground and The Oval in London; Trent Bridge in Nottingham; Cardiff Wales Stadium; The County Ground in Bristol; The Hampshire Bowl in Southampton; The County Ground in Taunton; Old Trafford Cricket Ground in Manchester; Edgbaston in Birmingham; Headingly in Leeds, and The Riverside in Chester-le-Street.

 Hendrick’s

William Grant and Sons-owned gin brand Hendrick’s installed phone boxes full of flowers, gin and mirrors to celebrate the launch of its Midsummer Solstice Gin last month.

The brand erected the pop-up phone boxes in five locations around the UK, offering free samples to passers by.

The limited-edition, 43.4% ABV gin is the first expression to launch from Master Distiller Lesley Gracie’s “Cabinet of Curiosities”, which is said to be “a place of experimental botanic alchemy” at the Hendrick’s Gin Palace in Scotland. 

Said to be made in the brand’s house-style, the gin is then infused with floral essences and flavours that capture the “aromatic intensity of a midsummer day”.

Guests were rewarded with a sample of the gin, plus a further drink made with the new expression and a flower to take away with them.

Russian Standard Vodka

Roust Group, which owns Russian Standard Vodka launched a competition last month where drinkers in the US could be in line to win a (very small) bar of gold every week this year.

American citizens who enter Roust’s Bring Home the Gold Sweepstakes online could win a 1oz (32g) bar of gold valued at around US$1,300, according to the vodka maker.

Leonid Yangarber, CEO of Roust Americas said that, as far as the brand knows, a giveaway with this high a value “has never before been offered in our industry.”

US consumers can enter the Bring Home the Gold Sweepstakes via their mobile devices. Complete information on entry can be found in-store.

“With our unique Bring Home the Gold Sweepstakes, we are creating great excitement at both the consumer and trade level,” Kellyann MacLean, Marketing Director for Roust, said

“With such a valuable prize being offered each week, there will surely be a “Gold rush” among consumers looking for Russian Standard Gold at their local retailers.

“Additionally, the program is complemented with high quality, eye-catching display and point of sale materials created with real gold foil that are sure to beautify any store.”

Budweiser x Lionesses

AB InBev owned beer brand Budweiser announced that it has become the official partner and official beer of the England Women’s Football Team, the Lionesses.

The partnership will see Budweiser embark on its first sponsorship of women’s football.

Paula Lindenberg, president for AB InBev UK & Ireland, said: “We believe that football is more than just a game – it’s a huge part of our culture, and one of the best ways to bring people together, which is why Budweiser and football share a natural affinity. We couldn’t be more excited to take this bond to the next level, by supporting the incredibly skilful Lionesses at this point in their journey.

“We believe that our value match the Lionesses’ perfectly – we champion passion and ambition – qualities that the England Women’s team display every time they step on the pitch.

“You only need to look at their winning performance in the SheBelieves Cup to see that this year is going to be epic for the team. We ultimately want the country to raise a glass and get behind them. Lionesses – this Bud’s for you!”

Mark Bullingham, chief commercial and football development officer, said: “Budweiser is one of our long-standing partners, so we’re delighted to be taking this next step with them as they announce their partnership with the England Women’s team. After seeing their brilliant support of the England Men’s team, we’re excited to see how the Budweiser partnership will help the Lionesses reach new fans and potential new players. 2019 is set to be another historic year for the growth of support for women’s football.”

Portobello Road Gin x Mark Knopfler OBE

Mark Knopfler OBE, the frontman of London rock band Dire Straits, partnered with Portobello Road distillery on a new gin flavoured with olive oil.

London-based Portobello Road is launching the third gin in its “Local Heroes” series. Having worked with Notting Hill residents from the culinary world on past editions, Portobello has gone for a star from a different walk of life by teaming up with Knopfler, named by Rolling Stone Magazine as one of the fifty greatest guitarists of all time.

He was the lead singer, lead guitarist and songwriter of Dire Straits, as well as founder of roots band The Notting Hillbillies.

The artist worked with Portobello Road Gin’s co-founder, Jake F. Burger to create Local Heroes No.3, which combines Portobello Road Gin’s nine signature botanicals with lime zest, fresh cucumber peel and olive oil.

The product launch also coincides with the opening of a new stage musical adaptation of the classic Scottish film, Local Hero, that Mark has composed.

Previous editions have seen Portobello Road Gin working with Brett Graham, head chef and proprietor of Notting Hill restaurant The Ledbury, and Italian Masterchef judge Carlo Cracco.

“As a gin fan, it is a wonderful opportunity to work with a prestigious brand like Portobello Road Gin to craft my own blend,” Knopfler said.

“This project allowed us to share our vision and I’m incredibly proud of the results. It is robust in flavour and strong in spice – exactly the kind of gin that I enjoy and I hope my fans will too.”

The new gin, which comes in at 42% ABV, will be sold for £40 from Portobello Road Gin’s website as well as the distillery’s bottle shop in west London.

Aiming to build on the 2018 success of a series of masterclasses for sommeliers, wine buyers and wine journalists held in London and Manchester, the Consorzio is once again working with Sarah Abbott MW, Madeleine Waters and team, with a new focus on #SuperioreAfternoon – the pairing of Conegliano Valdobbiadene Prosecco Superiore DOCG with afternoon tea.

This is part of wider campaign to highlight the food-friendliness of the fizz.

#SuperioreAfternoon launched for the press at The Hari Hotel, Mayfair last month, with wines from forty-two producers of Conegliano Valdobbiadene Prosecco Superiore DOCG alongside “Napolitea”, the Hari’s acclaimed Italian-twist afternoon tea.

Sipsmith

London gin distillery Sipsmith, which is celebrating its 10th anniversary, unveiled its first ad campaign last month featuring the character Mr Swan, a reference to a part of the pot still in which its gin is made.

The advert, narrated by the character Mr Swan who is voiced by British comedian Julian Barratt, follows the story of the production process, from the location of the distillery, the selection of the juniper, the use of the heart cut and sealing the bottle with wax.

Developed by ad agency Ogilvy UK, campaign was developed by members of the team that have also worked on Wes Anderson films, including Isle of Dogs and Fantastic Mr Fox.

Sipsmith’s advert was written by Jonny Durgan, art directed by Ilka Mourao and directed by Jeff Low through Biscuit Filmworks. The media agency was Zenith.

Kate Moorcroft, global marketing director of Sipsmith, commented: “We are delighted to bring the Sipsmith story to our audience, in this way for the first time, through the wonderful world of Mr. Swan. Stop-motion animation felt like the perfect way to tell the Sipsmith story as the skilled craftsmanship behind the creation of the film – with no detail overlooked, however small – resonated with our commitment to handcrafting Sipsmith Gin, making sure no corners are cut and no compromises are made.”

Jules Chalkley, chief executive creative director at Ogilvy UK added: “The more we delved into the rich story of Sipsmith Gin, the more we understood they don’t do what’s easy; they do what produces the best gin they can make. We played with a number of ideas on how to bring the brand to life, but nothing felt quite right until the ideation of Mr. Swan and the stop-motion concept came about with director Jeff Lowe. From there, everything began to fall into place.”

The campaign will be featured on television, in cinemas and across social media platforms.

Dogfish Head x Kodak

Delaware-based craft brewer Dogfish Head collaborated with photography company Kodak on a beer last month, flavoured with eight different ingredients, which is capable of developing Kodak’s Super 8 film.

The beer, which is also called Super Eight, is a 5.3% ABV gose brewed with eight main ingredients including prickly pear, mango, boysenberry, blackberry, raspberry, elderberry, kiwi and toasted quinoa to which red Hawaiian sea salt is added.

Dubbed an “analog beer for the digital age”, the idea for the brew came about when Dogfish Head founder and CEO Sam Calagione listen to a Kodak podcast on how beer, so long as it has an low enough pH, could be capable or developing film.

The beer is described as vibrant red in colour is being released across the US in 12oz cans this month.

Burger & Lobster x Taittinger

Fans of Soho bistro Bob Bob Ricard will be well acquainted with its ‘Press for Champagne’ buzzer, and last month Burger & Lobster went one better with the launch of a Taittinger Champagne train.

Burger & Lobster teamed up with Taittinger to launch a bottomless brunch where flutes of fizz make their merry way to guests on a train set.

The miniature railway – the Taittinger Express if you will – complete with trendy graffiti, runs the length of the restaurant’s nine-metre bar.

For £25 guests get a ticket to ride the effervescent express, allowing them to pick up as many flutes of Taittinger Brut Reserve NV as they like from the train while it does the rounds.

On the food front, expect the likes of a prime cut Nebraskan 10 ounce burger, wild Nova Scotia lobster, or both if you’re feeling greedy and indecisive. Starters on the à la carte menu include lobster croquettes, Norwegian king crab and rock oysters in a Bloody Mary sauce.

The bottomless brunch deal is due to run for three weeks from 29 March until 14 April at Burger & Lobster in Soho.

 Pistonhead x Vincent Summers

Swedish brewer Pistonhead teamed up with chopper builder Vincent Summers last month to create a Harley ‘Pistonhead Bike’ inspired by its 0.5% ABV Flat Tire lager.

Summers took inspiration from the Bar Hopper bikes, a lighter framed 1960s inner-city chopper, which he said reflects Pistonhead’s low-alcohol beer. These bikes usually have a short wheelbase with a small petrol tank, fender and seat.

For the Pistonhead bike, he built a 1960s 74 cubic inch (1,200 cc) v-twin Harley Davidson engine and transmissions. For the frame, he used a stock 1950s FL rigid dimension with early British Triumph forks and a BSA front brake.

The bike also has ape hanger bars, a small petrol tank to show off the engine, a small sprung seat, tall sissy bar and long fishtail exhausts. It was unveiled at art, music and skateboarding venue House of Vans in London last month.

Pistonhead was established in Sweden in 2011 and launched its Flat Tire lager in October 2017. Its range also includes Kustom Lager (4.6% ABV), Full Amber (6% ABV), Haze Lager (5.1% ABV) and a 4.5% version of its Flat Tire dry-hopped lager.

Commenting on the launch of the bike, Summers said: “It’s been a great project to be involved in, I’ve loved working with Pistonhead. My life is building vintage bikes, and the Pistonhead rock ‘n’ roll mantra is what the chopper lifestyle is all about.”