What happens in Vegas
sometimes shouldn’t stay in Vegas. A city normally thought of for its
nightlife added a new spin to the daytime. On Sunday afternoons at the Hard
Rock Hotel, the hottest, biggest, craziest pool party in town occurs.
Fittingly, the pool party is called Rehab. In the 21
Sundays it will operate this year, Rehab is expected to make $6 million,
nearly $35,000 every hour it is open. The pool brings in around 3,000
swim-attired partiers every week to drink, gamble, mingle, sun bathe and oh
yeah... swim. Rehab offers $17 cocktails, and also serves alcohol by the
bottle, with Bacardi rum running $375 a bottle and Jagermeister raking in
$400 a bottle.
Since 2004, Rehab has operated in the Vegas daylight
and sparked almost all major casino resorts to have nightclub managers for
their 21-and-over pools. That’s what I thought was spot on about this
daytime fun. Pool club managers set the scene by hiring deejays and asking
high cover charges. People wait in line for hours for over-priced drinks
because the venue appeals to a trendy Vegas crowd looking for fun in a new
kind of way.
As the summer weather heats up in other cities, the
challenge should be making consumers want beverages to quench their thirst
and not grab the first drink for the cheapest price. When people are
navigating a hot street festival are they thinking beer and soft drinks?
Think beyond the usual suspects, and offer fresh mixed spirits or fruit
drinks, wine, sangria, energy drinks, flavored waters, teas, etc.
Think outside the box in marketing or selling at
seasonal events. Offer options that speak to discerning clientele, kitschy
consumers or even trend followers, and craft and sell beverages that speak
to consumers at targeted venues.
Thirsty for sauce
Summer barbeques are being spiced up with new
beverage-inspired sauces. Vita Food Products Inc., Chicago, collaborated
with Cadbury Schweppes Americas Beverages to turn soft drink brands into
sauces and marinades. 7 UP Refreshing Citrus and Dr Pepper More Than
Mesquite were created as marinades. Rich ‘N Hearty A&W BBQ Sauce
and Sweet & Kickin’ Dr Pepper BBQ sauce are offered as an
accompaniment. The company says the sauces will be available in grocery,
gourmet, convenience stores and casual dining restaurants this summer.
Out of this world
Boldly going where only powdered beverages have gone
before, Snapple made an interesting interplanetary move. Snapple has
petitioned NASA to be considered as the exclusive beverage on board the
space shuttle. If the petition is granted, the brand is considering
changing its tagline from “The best stuff on Earth” to
“The best stuff in the universe.”
Fuel for the troops
Atlanta’s Buckhead Coffee Co. has created an
inspired way for coffee lovers to support U.S. troops. Company President J.
David Stellwagen’s correspondence with Army Major Trevor Bredenkamp,
who is stationed in Afghanistan, inspired the company’s A1000
project. For $41, consumers can purchase a package that includes two pounds
of Buckhead Coffee Co.’s signature Brazil Highland Estate coffee,
t-shirt and coffee mug. In addition, $10 will be donated to a fund to send
half a ton of coffee to Afghanistan.
Liqueur takes the stage
With the help of former Mötley Crüe front
man, Vince Neal, the Jägermeister Mobile Music Stage made its debut in
Chandler, Ariz. The high-tech mobile stage extends from a 44-foot long
trailer to create a 34-foot wide, 16-foot deep and 20-foot high concert
stage with professional sound and lighting. Neil rocked the Arizona crowd
with Mötley Crüe songs, Led Zeppelin covers and some new tunes.
The stage will tour all summer and will be the Official Second Stage of
heavy metal outdoor festival Ozzfest 2007.
Mountain Dew is rolling out
specially designed limited-edition aluminum bottles. As part of the Green
Label Art project, Mountain Dew recruited multiple designers, including a
musician and a tattoo artist, to create unique artwork. Each 16-ounce
bottle will have an individual launch, which began in May with a Los
Angeles party for the bottle designed by professional skateboarder, Paul
Rodriguez, and skater-turned-artist, Chris Pastras. In addition, the
artwork and designs will be featured on bicycles, hats, skateboards, video,
clothing and CD covers. Consumers also will have a chance to design a
The Web site YouTube.com has become a destination for
online videos of every sort. The newest attraction on the site is an online
video contest to promote Malibu rum’s new Banana flavor. Consumers
are invited to produce the most creative video interpretations for an
updated version of the song “Banana Boat (Day-O),” made by DJ
RJD2. Until the end of this month, You Tube visitors can view the
submissions before the Top 10 finalists are judged for their originality,
creativity and inventiveness. The winner will receive the deed to a
tropical banana grove or $25,000 cash prize.