A bevvy of brands
Summer is in sight and there are numerous events ahead of us including the Soccer World Cup in Brazil and a host of Irish summer festivals. Having the right drinks brands on your shelves, highlighting timely consumer promotions, could make or break your season. ShelfLife has a look at which brands are going to be the big sellers in the months ahead
15 May 2014
AT A GLANCE: SUMMER DRINKS
- WKD is adding to its portfolio this summer with WKD Brazilian and WKD Green
- Barry & Fitzwilliam is the exclusive distributor of The Cooley range of whiskey which includes Kilbeggan, Connemara and Tyrconnell
- Corona Light has only 99 calories per 35.5cl bottle
- Black Tower has hit its highest annual sales figure in Ireland for 30 years, with overall sales showing massive year-on-year growth of 114%.
- Black Tower has recently introduced Pink Bubbly and ‘B’ by Black Tower
- Coors Light accounts for a 8.1% volume share of lager (Nielsen MAT Feb 2014)
- Desperados is launching ‘RAID’ an interactive, online game for Irish party people
- Heineken Ireland has announced its €2 million integrated marketing campaign to support the launch of Amstel Radler
- Kopparberg is seeing current growth of 42% in the on-trade and 14% in the off-trade (Source: AC Nielsen on/off trade p3m vol March 2014)
- Lambrini Light has been renamed ‘Luci by Lambrini’, and features a new label design and a reduced ABV of 3.5%
Achieving the correct alcoholic beverage mix for your off-trade is never more important than in the summer months, when consumers are more open to trying new limited edition products and your customers are attracted to certain brands by exclusive on-pack promotions. Many of these promotions are connected to music festivals, which in itself is a huge boost for the alcoholic beverages market. The BBQ season sees a sharp increase in sales for beers and ciders and there are a number of new products on the market this year which are featured below. It has recently been revealed that Irish consumption of wine is steadily increasing with an average yearly consumption of 17 litres per capita. And summer cocktails are now seen as a must-have at parties so a good selection of spirits will also attract new custom. With shelf space at a premium, it’s important to evaluate the brands you want to stock to ensure you get the best return possible this summer.
A simply Braziliant summer ahead for WKD
This summer sees top-selling ready-to-drink brand* WKD stepping up support for two of the latest additions to its portfolio: WKD Brazilian – an exotic new flavour which is only available for a limited period in 2014; and WKD Green – a new flavour launched last year, and which is very much here to stay.
Billed as a ‘party in a bottle’ and available in 70cl and 275ml bottles as well as a 275ml four-pack, WKD Brazilian is all set to bring a slice of soccer samba to living rooms in Ireland this summer and is a ‘must stock’ for retailers as the spotlight turns on World Cup host, Brazil.
WKD’s social media pages with more than 34,000 followers in Ireland will be at the hub of support activity, driving consumer awareness as part of an extensive digital advertising and social media campaign. And to help retailers decorate their stores and create some ‘braziliant’ displays to get shoppers in the right spirit for this summer’s big sporting event, free POS kits of posters, shelf wobblers and shelf barkers are available from the WKD POS Hotline (+44 (0) 800 917 3450). Limited supplies of caxilrolas – palm-sized maraca-like percussion instruments which are popular at Brazilian football matches – are also available via the sales force for in-store promotional activity.
Newcomer WKD Green, which saw significant sales uplifts during the run up to its first St Patrick’s Day** celebrations this year, will also be getting in on a slice of the summer action. Available in 70cl and 275ml bottles, WKD Green, along with WKD Brazilian will feature across promotions on the WKD range by SHS Sales & Marketing Ireland – which supplies WKD to retail groups such as Dunnes, Tesco, Musgrave Retail Partners, Musgrave Wholesale Partners, BWG and O’Brien’s; and Barry & Fitzwilliam – which serves wholesalers and smaller independent convenience stores.
Debs Carter, marketing director of Alcohol at SHS Drinks, says: "This summer we’re putting the focus on in-store support and incentives to encourage retailers to stock the new WKD Brazilian Limited Edition and make the most of the World Cup opportunity, and we’re also increasing marketing support for WKD Green, particularly around key seasonal events. Backed by this winning team of summer sales boosters, WKD is sure to be one of this season’s top sellers."
*(Source: Nielsen Scantrack: ROI Take Home RTD Volume Ltrs Value £M share MAT data to January 2014)
**(Source: SHS Sales & Marketing, Internal sales data ROI)
The spirit of Barry & Fitzwilliam
The Barry & Fitzwilliam vehicle distributes a wide range of premium spirits. These include Teachers Scotch, Courvoisier Cognac, Rémy Martin Cognac, The Famous Grouse Finest Scotch Whisky, Jim Beam Bourbon, Vladivar Vodka, Boru Vodka and Whyte and Mackay Scotch.
Barry & Fitzwilliam is the exclusive distributor of The Cooley range of whiskey which includes: Kilbeggan, Connemara and Tyrconnell. Kilbeggan has had a makeover with a totally redesigned package which has been instrumental in its current success.
The summer will see a major emphasis on the new additions to the Jim Beam Range i.e. Red Stag, Honey & Devils Cut as well as major promotions on Jim Beam itself.
Barry & Fitzwilliam new spirit additions for summer 2014
Broker’s London Dry Gin is a premium small batch gin, micro-distilled at a 200-year-old distillery located near Birmingham, England, using a traditional copper pot still. Broker’s Gin is made with a combination of botanicals (herbs, spices and fruit) imported from three continents. It is available in two strengths: 40% and 47% alc/vol. Every bottle of Broker’s Gin is topped with a miniature bowler hat. Broker’s was awarded "The World’s Best Gin" at the Ultimate Spirits Challenge, New York 2010.
The original Tequila Rose is a combination of strawberry cream liqueur and tequila; Adored across the globe for how perfect it mixes with cocktails. Tequila Rose is also a wonderful addition to many deserts.
Corona is all set for summer
Corona Extra has grown dramatically in both the on and the off-trade over the last few years and the trend already this year is for more of the same. Corona is currently backed by an intensive radio and poster campaign and will sponsor the Fastnet Short Film Festival again this summer.
The Corona brands will be offering a major promotion to customers this summer with over 20 beach holidays to be won to Mexico.
Corona Light has been an instant hit with the calorie conscious consumer since its launch last year. In Unislim parlance it only has one yum by comparison to two or three for most other light beers and ciders. In layman’s language it has only 99 calories per 35.5cl bottle.
Ginger Joe is a new alcoholic ginger beer with an ABV of 4%. It is produced by Stone’s which is famous for its Ginger Wine. It is available in 33cl bottles.
Global beer brands have seen a major increase in interest. Barry & Fitzwilliam currently distributes the Wells & Young portfolio, the most popular of which are Banana Bread Beer, Waggle Dance and Bombardie and Coopers from Australia which has gained a very loyal following over the years. A new addition to the range for summer is Modelo Especial, Negra Modelo, Warsteiner and Warsteiner non-alcoholic. Warsteiner Premium Verum is a bright golden colour with a superbly balanced taste – slight bitterness with notes of mild, crispy hops. Warsteiner is a leading exporter, sold in more than 60 countries including the Netherlands, Italy, USA, France, Canada, UK and now Ireland.
Black Tower innovations drive sales
The world’s best-selling German wine brand, Black Tower has hit its highest annual sales figure in Ireland for 30 years, with overall sales showing massive year-on-year growth of 114%. Innovation has been the key to Black Tower’s success with the introduction of Pink Bubbly and ‘B’ by Black Tower.
Now the brand is launching Black Tower White Bubbly to join its highly successful Black Tower Pink Bubbly. Aimed at younger drinkers and anyone who wants to enjoy a fun and refreshing sparkling wine under the €10 retail price, Black Tower White Bubbly and Pink Bubbly are characterised by their smooth bubbles, fresh and fruity liveliness.
Black Tower White Bubbly is full of lively fruit flavours of pineapple and ripe mango, while Pink Bubbly has ripe red berry and cherry flavours and a vibrant rosé colour. Featuring the iconic award-winning Black Tower 50:50 design bottles with colourful decoration on the top half with tempting bubble design elements, it is naturally lower in alcohol at 9.5% ABV, and meets the growing consumer demand in the sparkling market for highly affordable, lighter styled, celebratory wines for any occasion.
Sales of ‘B’ by Black Tower White, Red and Rosé 5.5% ABV which appeal to consumers looking for an even lighter style wine have also exceeded all expectations. According to Jonathan Smith, Reh Kendermann’s country manager, Ireland: "Black Tower is the category leader and pioneering brand in the lower alcohol wine sector, and consumer uptake of the ‘B’ by Black Tower range has been phenomenal."
Along with consistently outstanding wine, Black Tower has supported the brand with a comprehensive marketing campaign and will be sampling thousands of target consumers at major events this year, including Ultimate Weddings Live, Punchestown and the Woman’s World Show, RDS Simmonscourt this May. A series of unique on pack designs have enhanced shelf impact during key seasons including celebration gift packs and other eye-catching pack designs in the run-up to summer and Christmas, making Black Tower unique in its outstanding presentation. Radio and social media activity has also grown significantly with a huge increase in fans for the brand.
The Sutter Home winery was founded in1874 and when the Trinchero family bought the operation in 1948 they had a vision, a passion, and apparently, an insight into consumer tastes: in the early 1970s, Sutter Home started a trend when the company created White Zinfandel, a style of rosé wine that has since taken the world by storm and has been copied by many since.
The influence of Sutter Home on the North American – and by extension the world’s – wine drinkers cannot be underestimated. In addition to their ground-breaking White Zinfandel, they changed the way Americans enjoyed wine by offering them a range of high-quality varietals at an affordable price, as well as being ahead of the curve by being one of the first to offer Moscato to the wider market, a varietal that has since become exponentially popular in the US. By the 1980s and 1990s Sutter Home became a household name, and it is now the second largest independent family-run winery in the United States.
Heineken’s new summer music on-pack promotion
Summer is in sight and festival season is looming. To celebrate this summer’s hottest music events, Heineken is bringing music to life in the off trade by introducing an exciting new on-pack promotion with lots of sought-after music tickets and other great prizes to be won every 2,014 seconds.
Access to some of this summer’s main music events such as Electric Picnic, Longitude, summer nights in the Royal Hospital Kilmainham and Marlay Park gigs will be up for grabs along with hundreds of other great prizes including Heineken festival mats, sunglasses, speakers, hoodies every 2,014 seconds.
Heineken will partner with participating off-trade outlets and drive support for the campaign via a range of extensive eye-catching POS, in-store theatre, digital and social media activity and extensive sampling at this summer’s main music events. Experiential activity will also take place in a number of key outlets, giving consumers a further chance to win music tickets and exclusive Heineken merchandise.
The Heineken Music on-pack promotion will run in-store for the month of June and will feature on special promotional packs including a 12 pack bottle, 20 pack bottle and an eight pack can which also contains a limited edition music 50cl can.
Heineken Music is going to be making noise this summer, so be sure to stay in tune with this promotion.
Heineken Ireland launches its new product, Amstel Radler
Heineken Ireland has announced a €2 million integrated marketing campaign to support the launch of Amstel Radler, a low-strength premium lager consisting of a refreshing blend of 40% Amstel beer and 60% cloudy lemon. Taking its name from the German word for ‘cyclist’, the launch of Amstel Radler caters to the rising demand for great tasting lower strength beers.
The launch of Amstel Radler will be supported by a through-the-line (TTL) campaign including TV, OOH, PR and digital. The eye-catching communication campaign is inspired by the core brand promise of offering refreshment, and rewarding consumers for their ‘curiosity’.
In the off-trade, Amstel Radler will be available to purchase in both can and bottle format, and will also be supported by disruptive POS visibility which will include bespoke in-store theatre to encourage shoppers to purchase the product. As well as in-store theatre, Amstel Radler will host in store sampling over the summer months, where customers will have the opportunity to learn about the new product, taste it, and be rewarded for their curiosity by the Amstel Radler brand ambassadors.
The USP of Amstel Radler is its unique and refreshing taste. The Irish launch of the Amstel Radler brand follows Heineken’s successful launch of a range of Radler-style beers in several European markets where they have become Heineken’s fastest growing and most successful innovation. In Irish taste tests 80% of the people that tried it, liked it. 40% of Radler consumers are new to beer.
With an alcohol volume of 2%, this product’s innovative blend of premium Amstel beer and cloudy lemon creates an alternative way for consumers to enjoy a refreshing drink with the character of beer but without the alcohol by volume content of a full-strength beverage.
Coors Light sleds on to shelves in 2014
After a successful 2013, Coors Light is sledding on to shelves, with the return of its new and improved ‘Great Rocky Mountain Game’ which was the winner of the ‘Best App 2013′ (Mobile or Tablet) at the Digital Marketing Awards 2014. Boasting consistent growth in the off-trade with a 8.1% volume share of lager (Source: Nielsen MAT Feb 2014), Coors Light is geared up to deliver its most compelling and engaging app this summer.
Bigger and better than ever before, The Great Rocky Mountain Game taps into fans’ downtime, engaging them socially, playfully and most importantly, encouraging them to choose Coors Light. This state of the art game is both challenging and rewarding with the potential to win one of over 8,000 prizes weekly. Rewards include beer pouch hoodies, cardboard moose heads, six packs, pints and weekly adventure trips. Throughout the campaign, the Great Rocky Mountain Game will increase frequency of purchase as shoppers redeem over 7,000 six x 33cl pack vouchers up for grabs over the course of the campaign.
Live from 1 July, the campaign is supported by outdoor, print and digital media, VODs, PR and social media. The Great Rocky Mountain Game visibility will also appear on six, eight and 20 pack SKUs with in-store POS and in-store theatre to catch the attention of consumers and get them downloading and winning.
The Coors Light Great Rocky Mountain Game app will be available on the iTunes and Google Play stores w/c the 9 June and Coors Light fans can register on Facebook for their chance to win. www.coorslight.ie | www.facebook.com/coorslightireland | www.twitter.com/coorslightIRL.
Desperados brings the party to the off-trade in 2014
2014 is set to be Desperados‘ biggest and most innovative year ever. Leading the charge as Ireland’s authority on all things party, Desperados launches ‘RAID’ an interactive, online game for Irish party people. This is a through-the-line campaign supported by in-store POS and activations, OOH, digital, social and PR.
This May, Desperados will be re-introducing the House Party Pack following the success of 2013’s House Party Pack. Available in 300 stores across the country, it will feature in select modern retail and impulse channel outlets with bespoke in-store POS floor displays and shelf units.
In June this year the Desperados 50cl can will enter the market just in time for the June bank holiday, a weekend hotly anticipated by party goers nationwide. As RAID continues to entice Desperados fans nationwide, September in the off-trade will see on-pack visibility featuring full details of the campaign and how fans can get involved to win fantastic bespoke party related prizes throughout the month, including the ultimate house party, free beer vouchers to be redeemed in the off trade and much more. For all things Desperados:
www.facebook.com/Desperados | Twitter.com/Desperados_ie | #DesperadosRaid
Lambrini re-launches light as Luci
United Wine Merchants, one of Ireland’s leading independent drinks distributors, has announced a re-positioning for the light variant of its iconic Lambrini brand just in time for summer.
Lambrini Light has been renamed ‘Luci by Lambrini‘, and features a new label design and a reduced ABV of 3.5%. Luci by Lambrini contains only 29 calories per 125ml serving, and is available in 75cl bottles.
The re-positioning has been announced following research conducted with Lambrini drinkers, which showed that 64% would purchase a lower alcohol variant of the brand if it was widely available. The new label design also creates differentiation with the other flavours in the Lambrini range.
Luci by Lambrini will be supported through an extensive social media and PR campaign, which promotes light-hearted workouts for Lambrini fans to try out at home, in order to burn calories with friends. All activity is being promoted through the official Lambrini Facebook page at www.facebook.com/lambrini or can be viewed at http://is.gd/Lambriniates.
Emma Haughian, United Wine Merchants’ brand manager for Lambrini, commented: "The new branding of Luci by Lambrini seeks to embody the light nature of the liquid from both a calorie and ABV perspective. The name ‘Luci’ derives from the Spanish verb lucir, to illuminate, and shortening this to Luci adds the feminine touch that the Lambrini brand is renowned for.
"The re-positioning will help Lambrini reach those consumers who want a low calorie or ABV alternative; a demand which has previously been met by wine brands." Luci by Lambrini has an RRP of €3.99 or consumers can avail of an introductory offer of two for €7 (May and June only) It is currently available through your United Wine Merchants sales representative, for more information contact email@example.com or Tel: 0044 2838316555.
New Kopparberg Pear Light
Ireland’s number one fruit cider in both the on and off-trade* has added a new member, Kopparberg Pear Light. This is the first light fruit cider to enter the Irish market and further strengthens Kopparberg’s position as the category innovators in a growing fruit cider market.
The appeal of the new lighter variant lies in the fact that it has fewer calories, 30% less in fact, whilst maintaining the same ABV at 4.5% and providing the same crisp and refreshing flavour of the original.
Pear Light mirrors the rest of the Kopparberg range in a 500ml bottle format and is being launched to the trade in May, with nationwide distribution planned throughout 2014.
"Kopparberg is known for its innovative thinking in revolutionising the cider market. We are always looking to turn market insights into opportunities for the brand and the introduction of Pear Light is no different. Consumer research has shown a clear desire for light fruit ciders, particularly amongst 18-34 year-old females. Pear Light offers this option while keeping the distinct refreshing taste which has made it Ireland’s leading pear cider," said Niall McGrath, marketing director, Richmond Marketing.
*(Source: AC Nielsen on/off trade mat vol March 2014)
Dutch Gold all set for summer
Dutch Gold is one of the most illustrious beers on the Irish off-trade market. This summer Dutch Gold will be doing various different promotions in the off-trade. The current "Win a Surfboard" promotion is proving very popular with consumers. This current promotion is visually very effective as can be seen from the picture. Dutch Gold packs have also been redesigned. The new visuals are centred on the Dutch Gold man who has always been such a prominent feature of the brand with consumers. The new packs are more modern and visually effective ensuring shelf stand out. The new packs are currently in trade and retailing at very competitive prices. Keep up to date with all the Dutch Gold news on its Facebook page.
Win a BBQ with Druids Celtic Cider
Druids Celtic Cider is the second biggest selling cider in the Irish off-trade market. The Druids summer "Win a Barbecue" promotion will be starting this month. The display is visually very effective in-store. For any questions on the Druids Summer Barbecue promotion please contact your Comans sales representative. Druids four and eight packs’ packaging have been redesigned. The new packs are very contemporary and more premium. They will ensure shelf stand out. The new packs will be in trade from June 2014.
The unique taste of Santa Cruz
Introduced to the Irish market in the summer of 2013 Santa Cruz is a deliciously light smooth beer with an edge of lemon. It is a very refreshing beer that is perfect for summer evenings. Santa Cruz has enjoyed strong growth since it was launched and Comans believes this can be attributed to its unique taste and appeal to both males and females. Santa Cruz has an A.B.V. of 4.2% and is best served chilled. This summer it will be one of the hottest drinks on the market and it is retailing at a special offer of 12 330ml bottles for €12.99. Santa Cruz is available in all independents.
Q& A with…
Niall McGrath, marketing director, Richmond Marketing
Do Kopparberg sales rise significantly in the warmer summer months?
As you can imagine there is a seasonal element to Kopparberg sales and we do see a significant rise during the summer months. Once the sun comes out, people automatically think of cider. Kopparberg is becoming the key must-stock brand in summer months, commanding more off-trade shelf space than ever in the off-trade and its on-trade sales increasing significantly. This being said, the brand has consistently high sales all year round. We are seeing current growth of 42% in the on-trade and 14% in the off-trade.** The launch of Kopparberg Warm Spiced Apple was a major success in 2013 and will now become a regular Christmas feature with a large scale trade activation in the plans for this year.
Kopparberg has launched a number of product extensions such as Kopparberg Mixed Fruit, Kopparberg Strawberry & Lime and Kopparberg Elderflower & Lime. Do you think Irish tastes have become more adventurous in recent years?
We launched Strawberry & Lime three years ago and it is now the number one selling fruit cider SKU in Ireland. Mixed Fruit has been around a little longer but is still a big favourite amongst consumers and is the number two. Irish consumers are most definitely becoming more adventurous when it comes to taste and in identifying this opportunity, we have this year relaunched Elderflower and Lime as well as an on-trade exclusive Cloudberry and a summer exclusive Raspberry to cater for the more adventurous Irish tastes which have emerged.
How do you achieve the right balance between providing value-for-money for the consumer and margin for the off-trade retailer?
We pride ourselves on providing consumers with a premium quality Swedish cider. Every Kopparberg is produced using high quality ingredients and the softest mineral water in the small town of Kopparberg. We believe the premium product matches the premium pricing and we have not seen any sign yet that consumers don’t agree. We support our retailers with sampling, POS tools, and consumer promotions, always adding value to the retailer through driving extra sales, as well as above-the-line (ATL) investment which drives brand recognition and equity.
Where is your marketing investment for Kopparberg being targeted this summer?
We have a number of exciting plans for the summer months ahead. Our festival calendar is packed full of exciting events with Kopparberg having its biggest festival bar activation ever in Ireland at Life Festival, Sea Sessions, Indiepenence and Castlpalooza to name a few. Around these festivals we will have radio campaigns and ticket giveaways with iRadio and Today FM. We will be bringing our Swedish Sampling Team over from Sweden to tour Ireland for the summer. They will be sampling at festivals and in-store, selling the product with our sales team and generating a social media storm! Our social media presence will be increased surrounding this activity, while also promoting Pear Light and interacting with fans around festivals. In terms of off-trade, a big success story for us in 2013 was the introduction of our permanent display units. We have seen sales increase significantly in outlets due to their presence and therefore is one of our most important marketing tools.
*(Source: AC Nielsen on/off trade mat vol March 2014)
**(Source: AC Nielsen on/off trade p3m vol March 2014)