Portable distillery tour
Jack Daniel’s is bringing its famous distillery in Lynchburg, Tenn., to California consumers with a bus “Experience.” California consumers above the legal drinking age will be able to experience the Jack Daniel’s distillery throughout the year at various events. The “Jack Daniel’s Experience” is a 45-foot bus with state-of-the-art multimedia equipment to bring aspects of its distillery to the road. Interactive displays inside the bus include a distillery tour, Jack trivia game and information on responsible drinking. Consumers throughout the Golden State will be able to visit the bus at sporting events as well as trade and consumer events throughout 2007.
Artwork exhibition
Mexican tequila Don Julio sponsored a showcase of the best of the arts in its “Nuevo Arte” (Spanish for New Art) presentation. The exhibit features works by Mexican and Mexican-American artists selected by a curator of exhibitions at The Mexican Museum, a non-profit organization collecting Mexican and Latin American artwork. “Nuevo Arte: Colección Tequila Don Julio” will travel to New York City, Houston, Chicago and Los Angeles through August, displaying the art collection and raising funds to build the museum’s new facility in San Francisco.
New strength for New Sun
Lance Armstrong may be best known as a cancer survivor and seven-time Tour de France champion, but he’s added a new role. Armstrong is now on the board of directors for beverage and nutritional supplement company New Sun Nutrition. In addition to his advisor duties, the athlete will appear in the company’s marketing programs and print advertising. New Sun Nutrition markets FRS antioxidant-based line of beverages and supplements, which Armstrong said are “healthy alternative to highly caffeinated energy drinks.”
Wine tasting
Sauvignon Republic launched its own educational wine flight program inspired by saké bars and ethnic eateries. The Santa Rosa, Calif.-based company is offering stylish, sleek shot-like glass tumblers and placemats to restaurants and wine bars to encourage trial of the brand’s global wines. The program promotes Sauvignon Republic’s Blanc wines from North America, New Zealand and South Africa. The program is available to restaurants as well as at-home consumers, and highlights the taste variances of wines from the different regions. More information on the educational wine flight program is available at sauvignonrepublic.com.
Passion for fashion
Fashion-conscious consumers are the target of Bawls Guaranexx energy drink’s latest contest. Bawls teamed with Los Angeles-based specialty store chain Metropark and Havianas sandals for the “Ultimate Fashion Experience” contest. Until September, consumers can enter to win the grand prize of a VIP trip for two to L.A. to attend the 2007 Gen Art Fresh Faces in Fashion show. The winner also will be treated to a mini-shopping spree at Metropark, a year’s supply of Bawls Guaranexx and 10 pairs of sandals from Havianas. The contest will be promoted on bottle caps of the energy drink at Super Target stores.
Constructive campaign
Taking inspiration from a Russian art movement, Pernod Ricard’s Stolichnaya vodka rolled out a new ad campaign. The campaign’s visuals are based on the early 20th Century Constructivism art style that celebrated bold industrial structures, and partner them with the theme “Choose Authenticity.” The Russian-made vodka brand also emphasizes its homeland in print ads, which debut this month in Rolling Stone, In Style and GQ magazines. The marketing and distribution rights for Stolichnaya vodkas were acquired by Pernod Ricard last year.
Energy drink revs up
NOS announced it is the official energy drink of Hot Import Nights and Nightshift car shows. The traveling car shows will visit nearly 20 cities across the nation until December. NOS is the title sponsor of the Model Lounge at Hot Import Nights events, where it features sampling kiosks among the cars and car show models. The energy drink also brings its “Naughty NOS Girl Model Search” photo studio to the Nightshift events. Women will be able to enter the contest through an on-site photo session at the studio. NOS fans can vote for their favorite NOS Girl from the Top 10 on the drink’s Web site, drinknos.com. The winner of the contest will be announced at the Hot Imports Night show in Miami in December.
Tecate ‘KO’s’ sponsorship
Mexican beer brand Tecate partnered with boxer Oscar De La Hoya’s Golden Boy Promotions (GBP) as a sponsor of four GBP fights. Two of the events have taken place, including a Cinco de Mayo fight featuring De La Hoya against Floyd Mayweather. The remaining two events have yet to be scheduled. In addition, Tecate is the new title sponsor of three popular boxing programs on Telefutura and Galavision television networks. During these events, the beer will receive brand exposure in the ring and throughout the arenas.