Beverage Industry

Marketing Briefs

August 1, 2007
Marketing Briefs

Music tour
Hornitos Tequila kicked off the semi-final round of its “100 Live All Summer” music tour last month in San Francisco. This is the third year that the Beam Global Spirits & Wine brand has sponsored the local battle of the bands. The Live All Summer tour will visit nine cities that have chosen their local representative bands through area radio stations. Each market will host one finale event in September. This year the tour partnered with the T.J. Martell Found-ation, a music industry charity to which Hornitos will donate $95,000.
Girls night out
Women in Chicago were able to visit a hot new nightspot in July. Cocktails by Jenn opened up Club Jenn for a limited engagement. The Club was located at Salon Michael and provided beauty treatments and cocktails before a night out. Women could sign up for pre-event primping, such as hair do’s and manicures, while enjoying drinks, such as Jenn’s Cosmopolitans, Blue Lagoons, Appletinis and Lemon Drops. Following the beauty treatments, the ladies were taken by limousine to local clubs. The brand says future tours of Club Jenn may be in the works.
Cocktails for a ‘cantante’
Last month, Rums of Puerto Rico helped to celebrate the movie premiere of “El Cantante,” the biopic of Puerto Rican salsa pioneer Hector Lavoe. The movie tells the story of Lavoe and his relationship with his wife, Nilda Ramón Pórez, and stars real-life husband and wife entertainers Marc Anthony and Jennifer Lopez.  For the premiere, Rums of Puerto Rico created six cocktails, named after Lavoe or one of his songs.  
Bar band contest
This summer, Boru Vodka launched an Internet search for the ultimate bar band. As part of its “Defend the Bar Band” contest, original recordings were submitted to the Web site, boru.com, which were then pared down to 15 bands that will compete for the opportunity to win a digital release deal with Roadrunner Records. In addition to the bands, Boru also honored the fans of bar bands with their own sweepstakes. Consumers can vote on the bands starting next month with the winner announced in November.
Water campaign
Evian Natural Spring Water released its newest ad campaign emphasizing the importance of water. The new campaign, which launched this month in Manhattan, Los Angeles and Miami, stresses that “The most important body of water is your own. Fill with care.” The ads for the French spring water brand feature women and men with Evian at their sides sitting peacefully in front of snow-capped mountains. Evian says the ads emphasize healthy lifestyle, inner peace and outer balance.
Custom fleet
Taking its line of energy drinks and teas on the road, Cintron Beverage Group created a fleet of customized vehicles. The line consists of 13 Chevy HHR’s, decorated with Cintron graphics by CRC Studios, a Detriot-based auto customizer. The black and silver HHRs feature the company’s logo and slogan, “An energy drink that tastes great!” The fleet will be available to Cintron sales and marketing team for sales calls and special events, including boat races in which Cintron’s powerboats compete. 
Racecar tour
Fans attending the annual Sturgis Bike Week in South Dakota this month were able to meet with the Jägermeister Race Team and driver Max Naylor. Naylor signed autographs at Buffalo Chip Camp-ground. The team and its car are part of the National Hot Rod Association’s race series which was in town at the rally.
Urban film tour
House of Courvoisier brought its Urbanworld VIBE Film Series to Chicago this month. As part of its invitation-only, ten-city tour, the cognac brand featured an independent urban film in a hip location accompanied by Courvoisier’s signature drinks. More than 500 invited guests filled Chicago’s Alhambra Palace to see the film and enjoy music from DJ Biz Markie. The event featured Courvoisier Brown Sugar and Courvoisier Strawberry Lemonade cocktails.