Heineken has unveiled a whole new look for its Birra Moretti – designed to convey the brand’s authentic Italian roots and further reinforce its place as a top seller in the World Beer category. The new look uses a matt circular label and the colours of the Italian flag to communicate Birra Moretti’s values of heritage, tradition and quality in a simplistic but premium style. Giving increased visibility, the refresh can only help to further boost Birra Moretti’s already impressive success, where in the last year sales in the on and off trade have performed at more than twice the World Beer category average, with value up 29.7% and volume increasing by 29.2% according to data from Nielsen MAT. After a summer of promotional activities including the repeat of last year’s highly
successful ‘Birra Moretti Gran Tour’ demand is sure to be high. Stock up now!
Following a highly successful launch earlier this year and extensive coverage during the summer’s Nordic Noir events – Kolson Export is now available from your wholesaler. Based on an old Nordic recipe, but refreshed for contemporary drinking tastes, this is a premium 5% lager, developed in conjunction with internationally acclaimed Master Brewer Anders Kissmayer. Available in bottle, can and keg formats. More information at www.kolson.co.uk
Pressing Symonds Cider
According to a report by Mintel, nearly 60% of adults now drink cider, with niche cider now commanding a 17.8% share of the draught cider category according to CGA MAT. Recognising this, Symonds Founder’s Reserve Cider has launched its first ever national press and online marketing campaign to drive on-trade sales. The £2m push uses eye-catching hand-drawn illustrations, foodie masterclasses and social media to show consumers why Symonds crisp tasting, premium pint is More Than Your Usual cider. Symonds has over 300 years of cider-making experience and use only British apples – primarily Michelin coupled with Dabinett – to produce 4.5% ABV Founders Reserve in Hereford. Presentation of this heritage forms an important part of the promotional campaign, reinforcing the niche nature of this draught cider. Premium POS kits including new branded chalice glasses, garden umbrellas and quality A-boards are available – information at your wholesaler now!
Nineteenth century American unlicensed drinking establishments would get round the law by charging customers to see an attraction and then offer a ‘complimentary’ alcoholic drink. Often called speakeasies, in some regions the bars became known by their attraction, something Heineken acknowledges with its new spirit flavoured cider, ‘Blind Pig’. Available in three distinct flavours: Whiskey, Honey & Apple; Bourbon & Blueberry and Rum & Poached Pear, all are 4% ABV and come in 500ml, 20s style brown glass bottles. To help complete the ‘speakeasy’ image, Heineken will be providing the trade with green Blind Pig branded glasses, which, alongside the bottles, will create a drink that people
will want to be seen holding. Supporting the launch are a range of serving suggestions plus on-trade kits that include ice troughs, wall vinyls, chalkboards and Blind Pig branded aprons for serving
teams. Ask your wholesaler for details or visit www.blindpigcider.co.uk
Coca-Cola Enterprises Ltd (CCE) has launched its latest lower calorie cola – Coca-Cola Life – into pubs and bars. Containing a third less sugar and calories than regular cola, Life comes in the iconic Coke glass bottle, but with green as opposed to red branding. Aimed at 35-55 year old consumers looking for a lower calorie cola, the launch of Coca-Cola Life to the on-trade is part of CCE’s on-going commitment to offer consumer choice for every occasion. Coca-Cola Life joins an on-trade glass bottle range that now encompasses regular Coke, Diet Coke and Coke Zero, all with distinctively coloured labelling that carries calorie content and the key characteristic of each variant.
Fairtrade Fish Hoek
Whilst UK Fairtrade sales declined by nearly 5% in 2014, Fairtrade alcohol sales went in entirely the opposite direction – up 27% to £44m. Tapping into this demand, Accolade wines are offering on-trade customers wines from a Fish Hoek range that includes Pinotage, Shiraz, Malbec and Merlot reds, Chenin and Sauvignon Blanc whites and a rosé – all carrying Fairtrade labelling. UK customer marketing manager Thomas Joyce-Brown said: “We recognise that a great many OOH wine lovers are interested in the provenance of the wines they’re drinking. We’ve worked closely with our South African partners to deliver great tasting wines at a competitive price and areproud that we’ve been able to do this to Fairtrade standards. The label on our wines reflects that pride and gives the on-trade something to offer customers who care about Fairtrade.”
Demand for Prosecco and other quality sparkling wines continues unabated, reflected in the ever-increasing numbers of bars and restaurants who have it on draught. Frizzante 1754 allows operators to serve their quality sparkling wine with the minimum of fuss – just connect the non-returnable 20 litre keg solution to the bar top with a spare celli coupler and away you go! Each keg contains 160 x 125ml glasses and the wine within is 100% Glera grape sourced from Veneto region of Italy – home of many quality Proseccos.