Heart-warming festive cheers

Bulmers is delivering value for consumers with six cans of Bulmers Original, Light, Pear or Berry, available for just E10

Retailers should stock up well in beers and ciders, to ensure they can provide the value and choice customers will undoubtedly demand this festive season

Brand Central

17 November 2011

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At a glance: BEERS

Tsingtao Lager is the number one consumer product exported from China and the number one selling Chinese beer
Coors Light is currently the number four lager brand in the Irish market
Within the specialist group channel, Coors Light is the fastest growing premium 500ml can (Source: AC Nielsen Aug MAT Vol)
Miller Genuine Draft is the number two bottled lager brand in off trade sector
Corona Extra has grown dramatically in both the on and the off trade over the last few years
Crabbie’s Spiced Orange combines the Original Crabbie’s Alcoholic Ginger Beer with natural infusions of orange and spices to produce a 4% ABV liquid
Jacques Fruit Cider is a premium fruit cider available in two flavours, Fruits des Bois and Orchard Fruits, with a 5.5% ABV
Druids is the second largest cider in the off trade market
Heineken has several special Christmas offers this year, including special edition 12 bottle packs; 20 bottle packs; 8 can packs and a 24 can slab

Having a well-stocked off-trade category has never been more crucial for retailers. According to AC Nielsen data, alcohol was the second largest contributor to value growth in the multiples during Christmas 2010.

While the beers segment has experienced continuing difficulty within the on-trade, drinks companies have confirmed that more people are drinking at home, and that packaged beer sales from off-licences are subsequently up.

This is particularly the case at Christmas, when consumers frequently socialise within their own homes and want to secure both value and quality when providing for their guests. Research shows consumers are also increasingly willing to experiment with craft beers and beers from around the world. Innovation within the cider category, including new flavours, has helped to boost sales and build on ‘the over ice’ phenomenon that created a cider boom in the mid-2000s.

Party time with Bulmers

Maintaining the time-honoured tradition of cider making for over seven decades in Annerville, Clonmel, Bulmers has become an all year round drink of choice for consumers as number three brand in the low alcoholic drinks (LAD) market, with peaks at key selling periods such as Christmas.

Stephen Kent, marketing director, Bulmers, is giving customers a timely reminder to stock up early in anticipation of this busy period in order to avoid the risk of being caught out of stock.

This Christmas-time Bulmers is offering a selection of great value party packs for the season:
• Bulmers Original 20 x 300ml longneck party pack
• Bulmers Original 18 x 500ml can pack
• Bulmers 6 x 500ml can packs “Six for E10” on Bulmers Original, Light, Pear and Berry

As part of Bulmers’ Doing Our Bit campaign, 17 golden apples, each worth €5,000, are hidden in Christmas promotional packs of Bulmers’ cans and longnecks. Bulmers is calling on consumers to check packs closely, as each of the 17 lucky golden apple winners will win €2,500 for themselves, in addition to €2,500 for a community project of their choice. The 17 golden apples can be found in Bulmers Original promotional formats: Bulmers Original 18 x 500ml can pack; Bulmers Original 20 x 300ml longneck pack & Bulmers Original 6 x 500ml can pack.

Bulmers All golden apple promotional packs are going out into the retail trade over the next two months as Bulmers is committed to making this Christmas that little bit better for 17 consumers and 17 community projects, as a total of 17 apple varieties go into making Bulmers Original Cider – a mixture of dessert apples for sweetness, culinary apples for sharpness and cider apples for tannin.

Doing Our Bit is a series of initiatives, some small, some more significant, all intended to make a contribution toward making life in Ireland that little bit better.

Devised by Young Euro RSCG, the Bulmers Golden Apple Christmas campaign is being supported by television, radio and outdoor. The outdoor campaign will feature across 48 sheets, golden squares and six sheets, along with special placements for the month of December.

Exciting calendar of sponsorships

This year Bulmers announced sponsorship of a new city music festival, which brought a collaborative fusion of music, art and fashion to the capital over the June Bank Holiday weekend. Ireland’s newest festival, Forbidden Fruit, saw Bulmers partnering with festival organisers POD on the inaugural outing in the Meadows at the IMMA on a site constructed in the shape of an apple, immortalising the key ingredient behind Bulmers.

The diverse lineup included The Flaming Lips; Wild Beasts; Erol Alkan; Jape; Aeroplane; Ham Sandwich; Colourmusic; Aphex Twin; Battles; Caribou; Dan Le Sac vs Scroobius Pip; Jamie XX; Kormac’s Band; Solar Bears and more.

Bulmers also brought free music to Waterford with The Bulmers Live Music Trail, which saw bands perform free of charge on the main live stages, and also in pubs all over Waterford city, during The Tall Ships Races 2011 held from 30 June – 3 July.

What’s more, racing rocked again at Leopardstown when for eight Thursday evenings during the summer, Dublin’s only racecourse combined the atmosphere of a boutique music festival with the best in horse racing, all for an unbeatable entry price of just €15.

Sharon Shannon & Damien Dempsey; The Undertones; Cathy Davey; Kila & Paddy Casey; Republic of Loose; The Saw Doctors; Aslan; Horslips and Jamie Lawson all performed.

New to the racecard in 2011 was the Bulmers Live at Leopardstown ‘Fashion Rocks’ competition, where one lucky race-goer won a €1,000 shopping package at House of Fraser, based on their cool after work style. The overall race-goer to rock fashion champion was crowned by TV presenter, Lottie Ryan, and presented with a trip to the fashion capital of Europe (Paris) and a trip to the famous French racecourse, Longchamps.

Corona is currently supported by an intensive radio and poster campaign with the theme “Experience the Extraordinary”

Bulmers Pear announced its sponsorship of the Galway Comedy festival for the second year running. Featuring an impressive line-up of international and national comedians, as well as up and coming talent, the Bulmers Galway Comedy Festival ran from 26 – 31 October, in all of the city’s main venues with special events circling the city.

Out of the ordinary beer portfolio

Barry & Fitzwilliam offers a diverse range of beers. 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 with the theme “Experience the Extraordinary”. Corona will sponsor the Corona Cork Film Festival for the fifth time.

Ginger Joe is a new 33cl alcoholic ginger beer with an ABV of 4%. It is produced by Stones which is famous for its ginger wine. This will be heavily advertised on satellite TV over the coming month.

Global beer bands have seen an increase in interest. Barry & Fitzwilliam has taken on a range of world beers including the Wells & Young portfolio, Efes from Turkey and Coopers beers from Australia.

The distributor believes it has an excellent portfolio of wines, spirits and beer. It offers a range to satisfy all price points and is expecting a very busy Christmas, according to Michael Barry, MD of Barry & Fitzwilliam.

A new wizard winter warmer

United Wine Merchants is proud to announce the launch of Crabbie’s Spiced Orange, a new variety crafted from the successful Crabbie’s Alcoholic Ginger Beer brand. Crabbie’s Spiced Orange combines the Original Crabbie’s Alcoholic Ginger Beer with natural infusions of orange and spices to produce a 4% ABV liquid that delivers an appealing and sophisticated citrus taste served over ice with a slice of orange.

Crabbie’s Spiced Orange provides further new interest in the Crabbie’s range. The new taste of Crabbie’s Spiced Orange broadens the appeal both with existing Crabbie’s consumers as well as enticing new drinkers into the brand for the first time – to include female and younger adult consumers.

Crabbie’s Alcoholic Ginger Beer has mass market appeal so the next natural step for the brand was to look at a new variety offering whilst keeping the ginger heritage. Consumer research indicates that orange is the most popular flavour profile – and the subtle infusion of orange and gentle spices works well with the classic Crabbie’s ginger taste.

Available in the same Crabbie’s 500ml format, Spiced Orange will drive on shelf presence within the ale fixture and continue to innovate the ginger category in both the on trade and take home markets. Benefiting from all Crabbie’s brand activity and the ‘Tickety Boo’ campaign with George and Camilla, Spiced Orange will be supported by a full national TV campaign, sampling and consumer PR in the run up to and including Christmas.

Available in cases of 12 x 500ml bottles with a Christmas promotional retail of two bottles for €5. For more information on Crabbie’s Alcoholic Ginger Beer range contact your local business development manager, call United Wine Merchants on 048 38316555 or visit its website www.unitedwines.co.uk.

Jacques Fruit Cider is a premium fruit cider available in two flavours – Fruits des Bois and Orchard Fruits

Add a little sparkle

A sparkling new addition to the United Wine Merchants portfolio – Jacques Fruit Cider is a light and frivolously feminine drink that adds a little sparkle to your style. Made from natural fruit flavours this premium fruit cider is available in two flavours, has a 5.5% ABV and is light and refreshing served over lots of ice. The Fruits des Bois flavour has an initial strong hint of blackcurrants, with a more subtle follow through of raspberries and cherries. The Orchard Fruits flavour combines the fresh fruity flavours of apples, pears and peaches, with an underlying hint of elderflower and citrus.

Available in a 750ml bottle it is the perfect size for sharing with friends. The brand has also had significant investments to date with exciting partnerships, live brand experiences, active Facebook campaigns and a new brand website. United Wine Merchants will be promoting Jacques this Christmas. For more information on the complete range of beer offers from United Wine Merchants contact your local business development manager, telephone 048 38316555 or visit its website www.unitedwines.co.uk.

Tsingtao Lager is the number one selling Chinese beer

A sales super-performer from China

This Christmas, United Wine Merchants will also be introducing a new larger serve 640ml bottle from Tsingtao. Tsingtao Lager was first brewed and bottled by the Tsingtao Brewery in 1903. It is now sold in 62 countries and regions around the globe including Japan, Germany, France, UK, Italy, Canada, Brazil and Mexico. Tsingtao Lager is the number one consumer product exported from China and following its introduction to the United States in 1972, Tsingtao Lager soon became the number one selling Chinese beer. Tsingtao will be promoted over Christmas with a 330ml six pack retailing at €6.99 and the new 640ml bottle retailing at four for €10. For more information on the complete range of beer offers from United Wine Merchants contact your local business development manager, telephone 048 38316555 or visit its website www.unitedwines.co.uk.

Catering for every festive occasion

This Christmas, Heineken makes it easy to cater for every festive occasion with special Christmas offers including special edition 12 bottle packs; 20 bottle packs; 8 can packs and a 24 can slab.

All Christmas activations will be supported with a new suite of complementary POS for all off trade partners.

Heineken2 With a marketing calendar that packs a punch all year round and prolific sponsorships including the Heineken Cup, the Rugby World Cup, UEFA Champions League, Oxegen and the Heineken Green Spheres series, Heineken continues to resonate and connect with Irish lager lovers throughout the year, but especially at Christmas.

Veritable value

This Christmas, Dutch Gold four pack is now excellent value at €4. Distributed by Comans, the four pack has been redesigned and the new design features the Dutch Gold Man prominently. According to Comans, this has already provoked a fantastic response from consumers. The Dutch Gold eight pack will also be on offer at €8, the eight pack has proven to be extremely popular since it was introduced to the market at this price. There are also single cans and 12 packs available in Dutch Gold.
By liking the Dutch Gold Facebook page, you can keep up to date on all offers and events Dutch Gold are participating in.
Druids is the second largest cider in the off-trade market and that trend is forecasted to continue this Christmas with the new packs. The four pack retails at €5 and the eight pack retails at €9.99, which Comans believes offers exceptional value in the market at this time.

The Prazsky four pack cans will be retailing at €4 which is strong value for a quality lager. Its distributor Comans is predicting that this new pack only introduced to the market will drive Prazsky sales this Christmas. Prazsky is also available in six packs.
Only introduced in 2007, Karpackie, available from Comans, has emerged as a major brand in the lager market. The Karpackie four pack will retail at €5 and the eight pack will retail at €8.99. Comans states it is “another fantastic quality lager available at very affordable prices”.

Committed to delivering the ultimate refreshment

It’s set to be a cool Christmas for Coors Light as its latest cold innovation is announced – the Coors Light Cold Activated can. Drinkers of Coors Light will know their beer is ice cold and ready to enjoy when the Rocky Mountain Icon on the can turns from white to icy blue.

The Coors Light can features temperature-sensitive thermal chromatic ink technology that turns the Coors Light Rocky Mountain Icon from white to blue when the beer has been chilled to four degrees Celsius or less. Coors Light’s commitment to delivering the ultimate refreshment experience to consumers is not limited to 500ml cans; the Cold Activated Rocky Mountain label is also on all 330ml bottles.

Christmas 2011 and Cold Activated sees Coors Light unveil its new packaging, refreshing the brand and bringing Rocky Mountain refreshment to off-licences across the country.

Coors Light is now the number four lager brand in the Irish market. Within the specialist group channel, Coors Light is the fastest growing premium 500ml can (Source: AC Nielsen Aug MAT Vol).

For all things Coors Light log onto www.facebook.com/coorslight.ie.

‘It’s Miller time’ this Christmas

Since the launch of ‘Tonight it’s Miller time’ in July of this year it’s been an exciting time for Miller Genuine Draft. The brand celebrated the launch of its new campaign by bringing 150 lucky customers to the island of Ibiza for a special trip.
This was soon followed up with the launch of its new social media hub (www.itsmillertimeireland.com) which enables consumers to discover what is going on in their city at night. In October, Miller Genuine Draft shocked and delighted Halloween fun-seekers by bringing South William Street, Dublin, to life with the awakening of ‘creatures of the night’ where over 2,000 revellers partied the night away in true Halloween spirit.

Miller Genuine Draft, the number two bottled lager brand in off trade, will continue to have a strong presence over the Christmas period with a continuation of its TV campaign, outdoor and digital advertising over the festive season. Richmond Marketing also have a comprehensive range of in store point of sale available to help bring the brand to life at point of purchase.

For further information or to order Miller Genuine Draft, contact Richmond Marketing on 01 6233222.

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