Beverage brands keep marketing interactive

Johnny Appleseed Hard Cider breaks record for world’s largest ice luge

July 16, 2014

Alcohol delivery  

Americans are used to greeting pizza deliverymen at their doors, but a new smartphone app is bringing delivery into a new realm. The Drizly app for iPhone and Android devices enables consumers in certain markets to order from a large selection of beers, wines and spirits and have them delivered to their front doors in 20-40 minutes, according to Drizly Inc. Delivery drivers then authenticate and validate IDs using Drizly technology to ensure that consumers are of legal drinking age. The company adds that its products cost the same as they do in a local liquor store. Currently, Drizly services the major metropolitan areas of Boston, New York City and Brooklyn, N.Y., and recently added Chicago as its newest market.


Nailed it!   

This summer, The Coca-Cola Co. teamed up with nail polish brand OPI to create the Coca-Cola by OPI collection, which was inspired by its most popular beverages, the company says. The full range includes Coca-Cola Red, inspired by Coca-Cola; You’re So Vain-illa, inspired by Vanilla Coke; Sorry I’m Fizzy Today, also inspired by Vanilla Coke; Get Cherried Away, inspired by Cherry Coke; My Signature is “DC,” inspired by Diet Coke; Today I Accomplished Zero, inspired by Coke Zero; Green on the Runway, inspired by Sprite; A Grape Affair, inspired by Fanta Grape; and Orange You Fantastic!, inspired by Fanta Orange.


Pacifico marks the spot

 Constellation Brands Beer Division rolled out a “Yellow Caps” campaign for its Pacifico pilsner-style Mexican beer brand this summer. The moniker “Yellow Caps” was coined by bartenders and refers to Pacifico’s bright yellow bottle caps. Thus, the campaign makes use of the brand’s signature yellow caps to engage consumers. The underside of every cap is printed with GPS coordinates marking one of 21 spots throughout Baja, mainland Mexico, and on the Pacific coast of the United States. Consumers can enter these coordinates on, which will then connect them to information and videos about a unique locale and activity, such as spearfishing in Santa Maria Bay, surfing in Scorpion Bay, or camping on Playa el Requesón. With more than 120 million printed bottle caps released, this is Pacifico’s widest-reaching marketing effort to date. In coordination with the campaign, two 30-second TV spots, print ads and out-of-home advertising will run in select California markets. A national retail promotion called “Uncap Pacifico” also will take place during key summer months and feature sweepstakes giveaways, such as kayaks and beach cruisers. 


Inspired by travel

Alamos Wines partnered with Adam Richman, host of NBC’s “Food Fighters,” to create five new Daring Pairing recipes to pair with Alamos wines from Argentina. Earlier this year, Richman traveled to Mendoza, Argentina, and was inspired to create the pairings. Foregoing traditional wine pairing rules, the new food-and-beverage combinations pair dishes like the Malbec Burger with Creole Mustard Tomato Jam and the Classic Ribeye with Chimichurri and Roasted Vegetables with Alamos Malbec wine. The rich, layered aromas and flavors of Alamos Malbec make it a great beverage to enhance any meal, according to the brand. The duo also paired a Sloppy ‘Zo! dish with Alamos Cabernet Sauvignon, a Chimichurri Skirt Steak Taco with Provoletta and Grape Salsa dish with Alamos Red Blend, and a Sweet and Spicy Seafood Pasta dish with Alamos Torrontés wine. Full recipes are available on the brand’s Facebook page.


Calling all artists

Louis Glunz Beer Inc. and Stiegl are calling on artists to submit their original artwork inspired by the German beer brand. The companies are seeking pieces of art that is constructed of Stiegl materials, is inspired by the brand, or captures the essence of the brand or its logo to post on its social media channel. Glunz and Stiegl also will promote a select number of the artists by installing their art at Glunz’s Chicago locations. Artists can submit photos or videos of their work, along with a completed entry form, at


A relaxing combination

Essentia Water will be keeping yoga and music lovers hydrated throughout the summer as the official water of the 2014 Soulshine Yoga & Music Tour. Kicking off June 19, the nationwide tour of 31 cities offers attendees two hours of optional daytime yoga classes followed by an evening concert series featuring headliner Michael Franti & Spearhead as well as other artists. At the events, Essentia will offer samples of its water and take part in event advertising, social media and other promotions. The brand also launched regional in-store and online summer promotions around the events in select markets.


Fizz and pop

PepsiCo’s Pepsi brand is turning up the music in celebration of all of the soccer events this summer. The brand recently released its full “Beats of the Beautiful Game” album, which features 11 anthemic songs and companion “filmtracks” that capture the spirit, sights and sounds of soccer, it says. American music artists Kelly Rowland, Janelle Monae, Rita Ora, Don Omar, Santigold, Timbaland, R3hab and Jetta, along with international artists Pearls Negras of Brazil, Jolin Tsai Yl-ling of China, and Hassan El Shafei of Egypt, all lent their voices to the tracks. Throughout May, Pepsi launched one track from “Beats of the Beautiful Game” each week on iTunes and revealed their accompanying videos, which were directed by big-name directors, including Spike Lee, on the Pepsi website. The full album was released June 9.


Reaching new heights

Johnny Appleseed Hard Cider went up against the heat of summer to break the world record for the world’s largest ice luge. On June 19, the brand of Anheuser-Busch beat the existing world record by 2 feet in height after constructing a 25-foot-high, 4-foot-wide ice luge in Boston that weighed approximately 25,000 pounds. The structure also included a 16-foot replica of a Johnny Appleseed Hard Cider bottle atop an 8-foot platform. After it melted, the 1,800 gallons of water used to make the ice luge was donated to the Johnny Appleseed Trail Association to water the trees and flowers along the trail.

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