“Red, Wine and Blue” Campaign
June 1, 2004
“Red, Wine and Blue” Campaign
by Jenny Welbel
Luna di Luna, Columbia, Md., has announced the launch of its “Red, Wine and Blue Campaign.” In order to honor the excitement of warm weather and the upcoming 4th of July, Luna di Luna designed a campaign that will feature new summer wicker baskets. The reusable baskets will contain either two 750-ml. bottles of Luna di Luna Chardonnay/ Pinot Grigio or a 750-ml. bottle of Chardonnay/Pinot Grigio with a 750-ml. bottle of Merlot/Cabernet. The wicker baskets are available for $19.99 and feature artwork of life-sized bottles.
In order to increase awareness of the promotion, Luna di Luna has come up with unique patriotic promotions. A floor display will feature several of the new wine baskets surrounded by Luna di Luna’s red and blue bottled blends. In addition, advertisements will also be run in trade publications to increase visibility. According to Demille Richardson, brand manager for Luna di Luna, “Luna di Luna is the ideal wine for this time of year.”
Last month, Samuel Adams launched its Light Beer Taste Challenge in Boston. The Taste Challenge featured former Boston Bruin’s player Cam Neely and Samuel Adams brewer and founder Jim Koch. The purpose of the challenge is to raise money for The Cam Neely Foundation for Cancer Care, and give consumers the opportunity to donate $1 to perform a blind beer taste test of Sam Adams Light against two other light beers. The fundraiser will continue in Boston through August and all proceeds raised through the taste test will be matched by Sam Adams.
Summer is a time to relax, sit on the beach and enjoy a nice refreshing cocktail. Island Oasis Frozen Cocktail Co. Inc., Walpole, Mass., is facilitating this relaxation by announcing new frozen drink recipes. The recipes such as Caribbean Breeze Colada, Passion-ate Papaya Daiquiri, Wildberry Lemonade Smoothie and Strawberry Margarita, can be used to support beverage menu development at restaurants and cafes. The new summer recipes are ideal for those establishments looking to add a unique twist and flare to their menus.
A winning serve
Barton Beers, Chicago, plans to start the summer right with the announcement of its 13th annual Corona Light Pro Am Beach Volleyball Tour. Starting in June, the tournament will visit 13 locations nationwide in an effort to reinforce Corona’s “fun-in-the-sun” positioning. Timm Amundson, Modelo Brands vice president, believes, “Nothing says summer sports like beach volleyball, and nothing says summer refreshment like a lime-squeezed Corona Light.” Corona Light has teamed with the Extreme Volleyball Players association to manage tournament planning and execution while the flagship Corona brand will use television and print media. Additionally, Corona Light will also sponsor Extreme Volleyball Players volleyball tournaments for amateurs so everyone can get in on the fun.
From mid-June to mid-July, Fischer Beer, imported by Star Brand Imports, White Plains, N.Y., will celebrate independence in two different countries — America and France. Fisher Beer, a Strasbourg, France-based brewery, is capturing its authenticity by celebrating the Fourth of July and Bastille Day with new, eye-catching visuals. The independence-themed campaign will feature Bastille Day cards, shelf-talkers and branded ice buckets off-premise, while on-premise, table tents, aprons and posters will be used. Donal O’Sullivan, marketing manager at Star Brand Imports hopes the campaign captures the season’s spirit of independence.
A home run hit
The LA Dodgers and Fuze Beverage LLC recently came together at the Sun Valley Recreation Center for the Manny Mota Baseball Clinic. The clinic featured LA Dodgers’ Manny Mota, David Ross and Alexa Cora, who volunteered their time to offer instruction to underprivileged and disadvantaged children. For more than 30 years, the Mota foundation has provided assistance to disadvantaged youth and their families. This year, Fuze Beverage co-sponsored the event. While at the California baseball clinic, individuals were also able to sample a variety of Fuze beverages. Lance Collins, Fuze founder, pointed out that the sponsorship enabled Fuze and the Mota foundation to promote both a healthy mind and body.
Martini glass design competition
Bombay Sapphire, New York, recently announced the United States winner of its martini glass design competition. Throughout the winter, individuals submitted drawings of possible glasses. Twenty-six-year-old, Andrea Dionisio was chosen as the winner by a panel of five members of the design community. His teardrop-shaped glass features a compartment for an olive toward the base, which unscrews for easy olive removal. This was the first year the United States participated in this international competition. In April, Dionisio traveled to Milan to compete in the international design competition where he placed second. The winner of the international competition was Manon Navarro of the Netherlands with her design of a “Sapphires and Pearls” glass.