New-look Taboo in musical giveaway

11 July, 2008

First Drinks Brands is supporting the makeover of its vodka-based liqueur, Taboo, with an on-pack giveaway.

CDs featuring tracks from classic films such as Footloose and Top Gun will be attached to bottles sold in the off-trade during the summer.

Asda will be supporting the activity with DJs from in-store radio station Asda FM highlighting the Taboo Bedroom Floorfiller CD promotion to shoppers.

First Drinks will also be running a series of competitions to give consumers the chance to win tickets to see West End musical Dirty Dancing.

"The CDs are a fun and entertaining way of reaching our target market and commemorating the year Taboo was launched," said brand manager Riana Gallagher.

Changes to the packaging include the introduction of silver circles on the label to make the brand look more "contemporary and innovative", Gallagher added.

The three variants - Original (peach), Blue (pineapple) and Ruby (mixed berry) - have been differentiated with the introduction of a colour -coded swirl design, and serve indicators have also been added to the bottle-neck to show consumers that Taboo can be served over ice, with lemonade, or in summer pitchers.

The brand has 14.9% abv and is targeted at 18- to 24-year-old females.




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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