William Grant & Sons has launched a new premium filtered, pure grain Polish vodka – Aurora. Available in 70cl and 1Ltr formats Aurora’s clear bottle with distinctive red cap and label gives real presence behind the bar. Aurora is designed to appeal to consumers wanting to move up from William Grants top selling Glen’s vodka – research finding that 80% of consumers rated Aurora as equal to or better than Glen’s thereby allowing operators to have a vodka offering at every price point from one partner.
Flaming Good Whiskey
Jack Daniel’s has expanded its core range with the introduction of Jack Daniel’s Tennessee Fire, a hot cinnamon-flavoured variant, now available to the on-trade. Positioned for the late night shot occasion as a straight up serve, Tennessee Fire is crafted with Jack Daniel’s original No.7 whiskey, blended with a cinnamon liqueur, resulting in a taste that’s authentically ‘JD’, but with an enticing, warm finish. The launch to on-trade follows one of the most successful trial periods the brand has ever undertaken in the UK, tapping into the strong growth potential that remains in the ‘flavours’ category. Support includes activity on TV, online and Facebook advertising. There will also be 3D billboards and outdoor projections across the UK to maximise impact. With CGA data showing 42% of spirit drinkers in the UK on-trade drinking shots – 60% of those being male – this is a perfectly-timed opportunity to grow sales in the ‘hot shot’ category.
The ever popular J2O range has a new addition – Midnight Amber. Exclusively available to the on-trade, the exciting and adult flavour is a combination of Orange, Lemon and Winter Spice – perfect for drinkers wanting to avoid alcohol while looking for something different. Impactful and disruptive packaging has real shelf appeal and Britvic are supporting the launch with a £2m campaign combining TV, digital, experiential and in-outlet to maximise awareness. There’s also unique Blippar in outlet activation to drive sales.
Red Square Revival
Halewood International has made major changes to their mid-priced Red Square Vodka offerings, switching to a 100% grain vodka that is now distilled seven times and filtered five. Alongside the pure spirit there are two new 20% ABV spirit drinks – Red Square Toffee and Red Square Sloe, both designed to offer a point of difference and encourage consumers to reappraise the Red Square brand. Halewood is supporting the launch with an extensive marketing campaign, including social media and PoS activity.
Plum Great Cider!
Recognising that 40% of cider sales sit outside of the summer months, Pimm’s has launched a new Cider Cup flavour – Plum & Red Apple. Offering a classic late season British flavour, Cider Cup Plum & Red Apple is less sweet and with more fermented notes than its stable mate the already acclaimed Cider Cup – Strawberry and Mint flavour. Together, they offer cider drinkers uniquely different flavour choices in a category that’s worth £730m, according to Nielsen. Available in 500ml bottles at an ABV of 4%. www.anyoneforpimms.com
Backed by Beckham
Single grain scotch whisky has been dragged into the limelight with Haig Club – made only at the Cameronbridge Distillery – the oldest grain distillery in Scotland. Finding favour with both whisky experts as well as those who have never tried scotch before, Haig Club is light, clean and ultra-smooth, making it delicious served neat or in a cocktail. Through an extensive advertising and promotional campaign featuring David Beckham and friends, Haig Club is engaging with a whole new generation of whisky drinkers. And that engagement is helped by the unique bottle design and enrolment of drinkers in an online ‘Haig Club’ full of news and serving suggestions. A champagne cocktail or green tea with whisky anyone? They’re all there! Haig Club is making waves in the world of whisky, which is great news for driving incremental sales. Make sure you have some in stock!
Guinness’s Brewers Project has a new ‘baby’ – Hop House 13. Named after an early 1900s hop store building in Dublin that’s still used to this day, Hop House 13 is a double hopped “distinctive golden lager” designed to appeal to mainstream lager drinkers looking for a refreshing beer with lots of taste and character. To achieve this, Guinness brew Hop House 13 with Irish barley and a mixture of hops from across the globe – Galaxy and Topaz from Australia and Mosaic from the USA. This combination leads to a sweet fruity aroma with hints of Apricot and Peach and subtle malt notes breaking through, while the taste is crisp, hoppy (but not bitter) and clean. ABV is 4.5%. Already established as a winner in Ireland, Hop House 13 is now available here in 330ml bottles, supported by an above and below the line advertising campaign. With the craft beer market predicted by Nielsen to be worth £60m in retail sales value within the next two years, this is a perfectly timed addition to the already hugely successful Brewers Project. After 256 years they’re still innovating at the birthplace of Guinness!