Beverage Industry

Guests Not Included

November 1, 2006

Guests Not Included
By JENNIFER ZEGLER

Promotional packages are bundling beverages with accessories to make the recipe for a perfect gathering

Contents: one or more beverages. Also included: glassware, cocktail accessories, poker sets and more.
The newest offerings in promotional packaging include everything for a gathering – except the guests. Whether or not there’s a special occasion, special packaging and inclusions are increasing consumer appeal.
Glasses included
No need to worry about cups, as many promotional packages are including glassware with beverages. For gatherings with mood lighting, p.i.n.k. caffeinated vodka’s set includes four glow cups with its 750-ml. bottle of vodka. Cointreau orange liqueur encourages cocktail parties with its bottle set, which includes a martini glass.
In addition, Bacardi introduced gifts sets for its Limon and Grand Melon flavored rums. The packages are each coordinated with the colors on the rum bottle and include two etched rocks glasses and a bottle of one flavored rum. To encourage festivities, each box has tips for entertaining and cocktail recipes.
Not to be left out, several Pernod Ricard brands released seasonal packaging this year. Kahlúa, Stolichnaya, Chivas Regal, Beefeater, Jameson, Martell, Wild Turkey, The Glenlivet and Hiram Walker all offer value-added packages this winter. The Kahlúa brand has two options, a 750-ml. bottle with two White Russian glasses or a Kahlúa Especial set that includes a martini chiller. For variety seekers, Stolichnaya offers one gift set with 750-ml. of Stoli vodka in addition to four 50-ml. bottles of popular Stoli flavors. In addition, Jameson Irish Whisky is looking out for coffee tables with its gift set that includes six coasters.
Accessories included
No need to hire a bartender, a few promotional sets are including the wares to make cocktails. Those who prefer their cocktails shaken are in luck as Pernod Ricard’s Beefeater London Dry Gin has a gift set that includes the shaker. The brand features a red cocktail shaker alongside a 1.75-liter bottle of Beefeater.
Making the tropical mojito more accessible to the home mixologist, Flor de Caña Grand Reserve offers its Signature Mojito Pack. The pack comes with a bottle of Flor de Caña Gran Reserve seven-year-old rum, a glass and a mojito muddler. The muddler and glass are the proper instruments for mixing the cocktail’s signature mint and sugar base. The company also has launched a Decanter Pack, including Centenario Gold 18-year-old rum and an exclusive rum decanter.
Also encouraging muddling, is a promotional set from Leblon for its Cachaca, a rum made from sugar cane. With the tag line “Live, Love, Leblon” the set comes with a bottle of the Brazilian rum and a muddler to make South American specialty, caipirinha. The drink mixes fresh lime with cane sugar then smashes the combination with ice (here’s where the ergonomic, acrylic handled muddler in the package comes in handy)  before adding the Cachaca rum on top.
Entertainment provided
Other sets are aiming to entertain the crowd with fun inclusions. For all-ages parties, Jones Soda Co. marked its 10th anniversary with a Collector Pack featuring a Mattel Hot Wheels replica of its early black-with-silver flames delivery trucks. The pack also includes bottles of its Blue Bubblegum, Green Apple, Raspberry and Pineapple Upside Down Soda in addition to the toy car.
Cutty Sark Scotch whisky made it easier to throw together a gathering with its Poker Pack. In addition to a bottle of the whisky, the set includes two sets of playing cards and colorful poker chips. From Skyy Spirits LLC, the two decks of cards complement the recently redesigned two-part whisky label and its signature ship.