Superior Rum. A TV ad designed to encourage consumers to mix Bacardi with cranberry juice will screen from now until December during prime-time
target ing the brand's core audience of 18 to 29-year-olds. It will be supported by a £3 million marketing spend in the UK which includes print and digital ads .
Diageo is trialling pre-mixed margaritas in 450 Asda and Tesco stores nationwide. Already available in America, Jose Cuervo Authentic Margaritas is a lime margarita that blends Jose Cuervo Especial tequila with triple sec and lime (rrp £5.48). A 70cl bottle has a 10 per cent abv, with a 20cl serving containing two units. The tequila is predominantly drunk by men aged 21 to 29 years old, but Diageo hopes to expand its audience to women. The trial will be supported by an in-store sampling campaign.
Beam Global Spirits & Wine is introducing a
its Teacher's Blended Scotch Whisky packaging, advertising and promotional materials to give the brand global recognition. The logo will feature the whisky's creator, William Teacher, to highlight the brand's "full flavour message and its commitment to quality and authenticity",
Inter Continental Brands' lower-alcohol vodka liqueur Vodkat is sponsoring US comedy series Entourage. The show,
part of ITV2's XXL Thursday, will feature Vodkat break bumpers.
Chivas Brothers has kicked off the relaunch for Ballantine's 12
Old Scotch whisky with a redesigned bottle . The
thick, flat glass base aims to create a more premium image of the whisky and to show consumers that the 12 Year Old is positioned above Ballantine's Finest, according to senior brand manager Jane Yelloly.
New Zealand vodka 42 Below is bringing some Kiwi spirit to London with the return of its Vodka University. Tasting sessions will take place at Harvey Nichols' Prism restaurant on Nov 5-9 and The Player in Soho on Nov†6 to explain the differences between premium and super premium , and to teach students about the different styles of potato, wheat, barley and rye vodkas. For ticket information contact Emma Morrison on 0207 256 3873 (Harvey Nichols) or Emma Murphy on 07000 655 469 (The Player).