In Brief
Published:  21 March, 2008

Makeover for Three Barrels

First Drinks Brands is looking to drive sales of Three Barrels

French brandy with new packaging and a marketing campaign. Existing drinkers will be targeted

through a series of in-store promotions, PR and direct mail. Three Barrels' master blender Bertrand Auriol will send 55,000 consumers a message asking them to enter a competition to become the Three Barrels brand ambassador in the UK.

SA wines on offer at Jeroboams

London wine merchant

Jeroboams will be running an offer on South African wine for the first three weeks of April, to coincide with a visit from winemakers from the Durbanville Valley winery, Diemersdal. Stores will also be giving customers the chance to taste a new range of wines from Diemersdal at a weekend tasting in mid-April.

Cobra signs up to sponsor Dave

Cobra Beer has signed up as the main prime-time sponsor of programming on UKTV channel Dave. The 12-month deal, worth

more than £2 million, is due to

start on April 1. The deal also includes online content and off-air consumer marketing.

April promotions at Waitrose

Waitrose is offering 25% off Lindauer Special Select Brut NV from New Zealand (£7.49 down from £9.99) and Mumm Cuvée Napa Brut NV California (£8.99 from £11.99) in its latest in-store promotion. Other wines in the spotlight include 20% off Nederburg Lifestyle Shiraz/Pinotage and Chardonnay/Viognier (£4.99-£3.99), 25% off Peter Lehmann Tempranillo 2005 (£7.99-£5.99), and £1 off Cune Monopole Blanco Barrel Fermented 2004/05 Rioja (£6.99-£5.99). Beer and spirits will also feature in

the promotion, which will run from

April 2-22.

Grand Marnier's summer spirit

Cellar Trends is promoting Grand Marnier in a summer cocktail called the Grand Esprit, which mixes the orange liqueur with elderflower cordial and soda water. The push will be targeted at consumers aged 30 to 55 , with ads in lifestyle magazines and sampling at events such as the BBC Good Food Show Summer

and the Taste of London, where it will be introduced to a minimum of 100,000 consumers.

'Ham-fisted' robbers jailed

Two 23-year-old men have been jailed for two -and -a -half years apiece after carrying out what a judge described as a "ham-fisted" robbery at a Leeds off-licence. Shaun Sykes, who had dr unk 20 cans of lager, threatened a shop assistant at Costcutter in Tingley with a vodka bottle while accomplice Frank Shand prevented staff from leaving the shop. The pair were later found hiding in Sykes' home in Holbeck.




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