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.
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.”
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.
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
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
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.
I want to hear from you. Tell me how we can improve.
The February 2020 issue dives into Essentia water, their high-pH and high aspirations for ongoing innovation. Speaking of innovation, this issue also features a special report on how (and why) the zero-proof functional beverage market is growing. Also, check out what types of rifts and shifts are shaking up the wine category and discount variety stores, as well as the latest ingredient highlights (hint: exotic fruits make an appearance). To cap it off, peruse new product releases, the latest appearances in packaging, and holistic approaches to cognitive health. Thirsty for more? Subscribe to get the latest stories delivered right to your inbox.
Check back throughout the month for additional content.
Check back throughout the month for additional content.