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
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.
I want to hear from you. Tell me how we can improve.
In the July 2020 issue of Beverage Industry, the magazine highlights how Calypso Lemonade is looking to follow up its 2019 success with more great releases. Also in this issue is the 2020 State of the Beverage Industry report, features on plant water beverages, clean label ingredients and THC usage in beverage formulations.