Bushmills Irish Whiskey launched a search for the
“Twin City of Bushmills in America.” The contest is part of the
Diageo-owned brand’s celebration of the 400th anniversary of the
license to distill as granted by King James I. The city or town that is
proclaimed the Twin City of Bushmills will celebrate with a toast from the
Master Distiller of the whiskey and will receive a $20,000 grant for the
preservation and advancement of the city’s time-honored traditions
and culture. Finalists will be announced in January and visitors to the
brand’s Web site, bushmills.com, will be able to vote on the best
twin city through St. Patrick’s Day.
Beer and wine pairing
Amstel Light entered into an alliance with
Australia-based Casella Wines’ Yellow Tail Wine. Starting last month,
Amstel Light and Yellow Tail Wine are featured together in co-branded
collaborative displays at retailers across the country. Consumers benefit
from a mail-in rebate and/or an instant coupon when buying Amstel Light in
conjunction with Yellow Tail. Along with co-branded collaborative displays,
point-of-sale elements include recipe booklets, double-sided pop-up bottle
and shelf talker, and price cards with pockets. The program will run
through the end of this month and will be supported with print advertising.
Beam Global Spirits &
Wine Inc., Deerfield, Ill., and The Absolut Spirits Co. Inc. joined forces
to create an entertaining resource for consumers this holiday season. The
interactive Web site, 4cocktails.com, provides consumers with tips for
hosting and gift giving and a telephone hotline during peak holiday times,
877-4cocktails. Headlining the campaign is Cathy Riva, host of Discovery
Home Network’s “Party Girl,” who will share entertaining
tips and teach legal drinking age consumers to mix up spirits from the portfolios of Beam Global and The Absolut Spirits Co.,
including Absolut Vodka, Jim Beam Bourbon, Starbucks Liqueurs, Cruzan Rum,
Plymouth Gin, Hornitos Tequila and DeKuyper Cordials.
Evian Natural Spring Water
became a component of the popular Internet-based world, “Second
Life.” A 3-D virtual world entirely built and owned by its
residents, Second Life is inhabited by almost 8 million people globally,
who will now find Evian Natural Spring Water vending machines. As a person
approaches the virtual vending machine, a pop-up message will appear
offering the opportunity to give one’s skin a “second
life,” thanks to Evian. If the resident accepts the proposal, he or
she will be offered a bottle of Evian Natural Spring Water and a variety of
virtual skin options to choose from. Once the skin is selected, a physical
transformation occurs for the resident.
Old Orchard Brands partnered with the Juvenile
Diabetes Research Foundation (JDRF) International to raise up to $1 million
in funding. The JDRF Healthy Balance Challenge will run through Jan. 31,
2008, and will raise funds through a UPC collection program. The UPC
collection will coincide with the charity’s Walk to Cure Diabetes
events, held nationwide this fall. Old Orchard plans to donate 20 cents to
the foundation from each UPC label collected from its Healthy Balance line
of low-sugar fruit juice cocktails. As a bonus incentive, the JDRF walk
family who collects the most UPCs will win a 2008 Mazda Tribute, courtesy
of Old Orchard.
Cowboy rodeo sponsorship
Sidney Frank Importing Co. Inc.’s
Jägermeister Liqueur is the first presenting sponsor of the Toughest
Cowboy rodeo competition and tour. The national 10-city tour will air on
Fox Sports Network and features matches in bareback, bull and saddle bronc
riding throughout the season leading to the playoffs and championship,
where someone will be crowned the Toughest Cowboy Champion. As the
presenting sponsor and the exclusive distilled spirits marketing partner of
the sports tour, Jägermeister will receive integrated signage and
branding in the arena and on the television episodes.
Jägermeister also will have the opportunity to include Toughest
Cowboy-branded retail promotions, including a Jägermeister bar tour,
and also sponsor the in-arena concert.
Rémy Cointreau USA
Inc.’s The Macallan Highland Single Malt launched a global media
campaign anchored by a series of images shot by Italian photographer Guido
Mocafico and featuring the tagline “The Macallan. The Malt.” This
promotion extends the brand’s “black icon” campaign,
which has run since 2003, and debuted in November issues of lifestyle
magazines such as Esquire, Food & Wine,
Forbes Life and
A single, rare bottle of George Washington’s
Distillery Straight Rye Whiskey signed by former president George H.W. Bush
was sold for $35,000. The winning bidder was John R. Frank, vice chairman
of Sidney Frank Importing Co. Inc., New Rochelle, N.Y. The bottle was No. 5
of a limited-edition production of 24 bottles and was the first made at the
distillery of one president and signed by another. The event was sponsored
by the Distilled Spirits Council and the Wine and Spirits Wholesalers of
America, and raised a total of $300,000 to support Mount Vernon’s
Silk Vodka, imported by Soyuz Victan USA, Manhasset,
N.Y., is celebrating its first anniversary in the United States with a
national advertising campaign in November and December issues of Playboy, Cosmopolitan and Vanity Fair. The brand is
conveyed with black and white photography, and the pictures are shot with a
technique that suggests physical movement. The campaign, created by
McCaffery Gottlieb Lane of New York City, underscores the smoothness of
Silk Vodka, the company says.
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.