In Brief

16 May, 2008

Diageo gives Pimm's a £5m lift

Diageo is spending £5.1 million in a national marketing campaign for Pimm's this summer. Activity will include TV and press ads, in-store sampling and a link-up with timeout.com.

The site will reveal exactly what time their local pub

or park will be bathed in sunshine. Pimm's will also be merchandised alongside pomegranate juice drink Pomegreat to encourage consumers to serve the drinks together in a PimPom cocktail .

Luxardo to trap web users

Cellar Trends is promoting its sambuca brand Luxardo and its range of liqueurs on social networking sites Facebook and MySpace. Teams of Luxardo promoters will

travel around

Britain and encourag e the brand's 18 to 28-year-old target consumers to go online and give their opinions on a debate about

the world's greatest cities.

Thomas Hine release for UK

Thomas Hine has released its 1978 early-landed and 1978 Jarnac-matured vintage Cognacs. Bernard Hine describes the early-landed Cognac, which was shipped to the UK within two years of distillation to be aged in a cooler climate, as having "hints of rose, violet, jasmine and lilac on the palate". Both will retail for £170 a bottle.

Sainsbury's spices up cocktails

Sainsbury's has added two own-label ready mixed cocktails to its spirits portfolio. Sainsbury's Mojito is made from white rum, lime juice and mint, and Sainsbury's Sea Breeze is a blend of vodka, cranberry and grapefruit juice. Both are 14% abv and retail for £4.99.

Bottle Green adds to portfolio

Bottle Green has become the UK agent for Vignerons Catalans en Roussillon, whose

portfolio includes the Fruité Catalans and Terroir Catalans ranges of wines. Commercial director Adam Marshall described it as "a major step to build on our strengths in France, Spain and Italy." Vignerons Catalans en Roussillon

has been represented by UK export director David Withers for 25 years. He will work with Bottle Green until the end of 2009 to ensure a smooth transition.

Correction

In the May 2 issue of OLN, it was incorrectly stated that Vinoceros is the UK agent for McGuigan wines. The McGuigan portfolio has been distributed by Waverley TBS since January 2007. Additionally, Berkmann Wine Cellars only represents the UK on-trade distribution for Yalumba.




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COMMENT

Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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