Promotional packages are bundling beverages with
accessories to make the recipe for a perfect gathering
Contents: one or more beverages. Also included: glassware, cocktail
accessories, poker sets and more.
The newest offerings in promotional packaging include
everything for a gathering – except the guests. Whether or not
there’s a special occasion, special packaging and inclusions are
increasing consumer appeal.
No need to worry about cups, as many promotional
packages are including glassware with beverages. For gatherings with mood
lighting, p.i.n.k. caffeinated vodka’s set includes four glow cups
with its 750-ml. bottle of vodka. Cointreau orange liqueur encourages
cocktail parties with its bottle set, which includes a martini glass.
In addition, Bacardi introduced gifts sets for its
Limon and Grand Melon flavored rums. The packages are each coordinated with
the colors on the rum bottle and include two etched rocks glasses and a
bottle of one flavored rum. To encourage festivities, each box has tips for
entertaining and cocktail recipes.
Not to be left out, several Pernod Ricard brands
released seasonal packaging this year. Kahlúa, Stolichnaya, Chivas
Regal, Beefeater, Jameson, Martell, Wild Turkey, The Glenlivet and Hiram
Walker all offer value-added packages this winter. The Kahlúa brand
has two options, a 750-ml. bottle with two White Russian glasses or a
Kahlúa Especial set that includes a martini chiller. For variety
seekers, Stolichnaya offers one gift set with 750-ml. of Stoli vodka in
addition to four 50-ml. bottles of popular Stoli flavors. In addition,
Jameson Irish Whisky is looking out for coffee
tables with its gift set that includes six coasters.
No need to hire a bartender, a few promotional sets
are including the wares to make cocktails. Those who prefer their cocktails
shaken are in luck as Pernod Ricard’s Beefeater London Dry Gin has a
gift set that includes the shaker. The brand features a red cocktail shaker
alongside a 1.75-liter bottle of Beefeater.
Making the tropical mojito more accessible to the home
mixologist, Flor de Caña Grand Reserve offers its Signature Mojito
Pack. The pack comes with a bottle of Flor de Caña Gran Reserve
seven-year-old rum, a glass and a mojito muddler. The muddler and glass are
the proper instruments for mixing the cocktail’s signature mint and
sugar base. The company also has launched a Decanter Pack, including
Centenario Gold 18-year-old rum and an exclusive rum decanter.
Also encouraging muddling, is a promotional set from
Leblon for its Cachaca, a rum made from sugar cane. With the tag line
“Live, Love, Leblon” the set comes with a bottle of the
Brazilian rum and a muddler to make South American specialty, caipirinha.
The drink mixes fresh lime with cane sugar then smashes the combination
with ice (here’s where the ergonomic, acrylic handled muddler in the
package comes in handy) before adding the Cachaca rum on top.
Other sets are aiming to entertain the crowd with fun
inclusions. For all-ages parties, Jones Soda Co. marked its 10th
anniversary with a Collector Pack featuring a Mattel Hot Wheels replica of
its early black-with-silver flames delivery trucks. The pack also includes
bottles of its Blue Bubblegum, Green Apple, Raspberry and Pineapple Upside
Down Soda in addition to the toy car.
Cutty Sark Scotch whisky made it easier to throw
together a gathering with its Poker Pack. In addition to a bottle of the
whisky, the set includes two sets of playing cards and colorful poker
chips. From Skyy Spirits LLC, the two decks of cards complement the
recently redesigned two-part whisky label and its signature ship.
I want to hear from you. Tell me how we can improve.
Beverage Industry’s December issue highlights five beverages brands that are “shooting for the moon” in terms of innovation. Also in this issue, we spotlight the premiumization of the private-label beverage market, the latest trends impacting the use of tea ingredients in beverages, the growth of beverage sales in the eCommerce platform, and much more!