Campari released its 2009 worldwide multimedia campaign and Campari Calendar: “Club Campari.” The calendar features actress Jessica Alba and her interpretation of “Red Passion,” captured by photographer Mario Testino and director Jean Paul Goude. The collaboration of Alba, Testino and Goude resulted in seventeen shots, one international television commercial and an online experience. Thirteen of Testino’s shots appear in the limited-edition calendar, with fewer than 10,000 printed and distributed nationally.
Heineken airport lounge
Heineken USA opened the Heineken Lounge, the company’s first branded luxury airport bar, at Newark Liberty International Airport. The Lounge combines many of the attributes of a membership-only airline lounge, the company says. Heineken worked with Delaware North Companies to create an environment that reflects the brand. Heineken Lounge serves products such as Heineken Extra Cold and Heineken Premium Light on draft and in bottles. The lounge also features specially designed pieces of furniture, flat screen televisions and customized, private cabanas. The lounge can accommodate up to 75 travelers.
Canadian Club Terrace
Beam Global Spirits & Wine and Canadian Club Canadian Whisky unveiled a branded 4,000-square-foot Terrace at The Palace of Auburn Hills, home of the Detroit Pistons basketball team. The Canadian Club Terrace features imagery from the brand’s current campaign, “Damn Right Your Dad Drank It,” in an open-air bar and restaurant. The 300-seat lounge will be open before each Pistons game for ticket holders to enjoy a buffet dinner and Canadian Club cocktails. The bar will feature Canadian Club Six Year, Canadian Club Classic 12 and four specialty classic cocktails: CC & Ginger, CC & Soda, CC Sour and a Classic 12 Manhattan.
Drink responsibly drive
Bacardi Ltd. will provide the drive of a lifetime as a part of its responsible drinking “Champions Drink Responsibly” campaign. The winner will have the opportunity to be in the passenger seat next to Formula One racing driver, Michael Schumacher. Schumacher is the Bacardi Ltd. Global Social Responsibility Ambassador, and he will take 28 adult prize winners around the 5 kilometer track at Ascari Race Circuit in southern Spain. The prize draw will take place in March and winners must be available to travel between May 11 to 14.
All things bicycle
New Belgium Brewing Co.’s Tour de Fat, a traveling celebration of all things bicycle, passed the $1 million mark in total money raised for non-profit organizations during the nine years of the tour. Tour de Fat spreads the word about the benefits of cycling, while promoting sustainability and folly, the company says. The 2008 tour included costumed bike parades, entertainment and rideable art bikes.
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Beverage Industry’s February issue details the steps that beverage-makers are taking to foster a more sustainable future for beverage packaging. Also in this issue, the eMagazine highlights the distribution changes impacting the U.S. wine as well as what is driving the demand for probiotic beverages. Additional articles detail the ingredients supporting cognitive and energy beverage formulations, and the emerging domestic and exotic fruit flavors of tomorrow.