Spreading Christmas cheer

Villa Maria has been New Zealand's leading wine award winner since the early 1980s

With entertaining at home becoming more and more popular with Irish consumers, the festive period is bound to deliver a boost for drink sales, writes David Corscadden

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Brand Central

AT A GLANCE: CHRISTMAS DRINKS

• Spanish wines have a 14.6% stake of the market compared to 5.5% ten years ago
• Spanish wine exports increased their value by 11.9% in 2012 reaching €2.5 billion
• The reduced or low alcohol wine category has become an important and fast-growing segment in Ireland
• ‘B’ by Black Tower at 5.5% alcohol is at least half the alcohol content of normal wines
• Wolf Blass is the number four wine brand in Ireland
• Cono Sur is the second largest Chilean wine brand in Ireland
• Corona is the number two brand in the bottle category of the on-trade
• Coors is the number four lager in the off-trade
• Tiger Beer reaffirmed its position as the world’s most successful pan-Asian beer
• Desperados boasts over 13 million sales worldwide
• WKD is Ireland’s number one ready to drink brand

With tighter budgets and a move towards entertaining at home instead of going out over Christmas, having a ready supply of wine, beer and spirits is more important than ever for Irish consumers. The need to have a diverse range of beverages on standby for expectant visitors will mean consumers will be turning to retailers to stock up on the must-have drinks in order to keep everyone’s tastes and preferences satisfied.

All three of the main alcohol drink sectors, wine, beer & ciders and spirits, have realised this trend and companies have made a conscious decision to offer consumers a diverse range of products from around the world this Christmas. They have also taken on board the growing demand for alcohol free versions of people’s favourite drinks. With much tighter alcohol laws, consumers are in search of the same great flavour they get from alcohol drinks but with less or no alcohol in them; something companies can now offer. 

WINES

Villa Maria has been New Zealand’s leading wine award winner since the early 1980s

Travelling the world

The Barry & Fitzwilliam group’s extensive range of wines on offer over the Christmas period has something bound to meet the preference of every Irish consumer. The range highlights some of the best wines from around the world that it makes available to consumers. 

Michael Barry of Barry & Fitzwilliam claims that it now has the most successful prestigious French wines on the market when the success of Michel Lynch, Guigal and the Gabriel Meffre range which includes La Chasse du Pape is taken into account. 

McGuigan wines continue to outperform the market making it the number one Australian brand in the multiples and the biggest selling brand in Ireland. The Black Label range comprises of a Shiraz, Merlot, Chardonnay, Sauvignon Blanc, Pinot Grigio, rosé as well as sparkling Chardonnay and sparkling rosé. The range will have strong above-the-line marketing support with a major emphasis on Neil McGuigan’s award at the 2012 IWC awards as "the Best White Winemaker in the world".

The Australian Hardy Wine Company offers quality, flavour and character as the cornerstones of its contemporary wines while respect for Hardy family history ensures the wines benefit from the lessons of long tradition. The Hardy’s Bin range and Hardy’s Crest range will be used as a promotional price offering together with the newly launched Mill Cellars range.

Family owned New Zealand winery, Villa Maria, has been New Zealand’s leading wine award winner, both nationally and internationally since the early 1980s. The repositioning of the Private Bin range has seen sales surge in the last 12 months.

Also on offer this Christmas and bound to prove popular with Irish consumers, is the award winning Spanish Beronia Rioja wines. The range which has developed a cult following here and the Altozano range of varietals, continue to make steady headway.

‘B’ by Black Tower is available in red, white and rosé

At 5.5% alcohol the wine is at least half that of normal wines

A mindful option

The reduced or low alcohol wine category has become an important and fast-growing segment in Ireland, with Irish consumers mindful of their alcohol intake turning to this small but significant corner of the wine market in increasing numbers. The category is set to see a lot of attention over the festive period for this very reason.

Black Tower says the compromise of flavour with alcohol free wines is a thing of the past since the launch of its ‘B by Black Tower’ range in Ireland. It says it brings consumers a low-alcohol wine offering that retains all the flavours of regular wine that they have come to love.

At 5.5% alcohol, at least half that of normal wines, ‘B’ by Black Tower is perfect for those low-key mid-week or early evening occasions when consumers want to reduce their alcohol intake but still maintain the enjoyment of the wine-drinking occasion.

For health conscious consumers, the range is also much lower in calories, coming in at only 55 calories per 125ml glass or 30% less than regular wine. The company says that in addition to being the mindful wine option it is also perfect for those watching their health and figure too.

It also believes that ‘B’ by Black Tower’s stylish and attractive bottles far outshines others in its category, and even many of those in the regular wine segment too. ‘B’ by Black Tower is available in red, white and rosé and is widely available nationwide. 

The Viña Brava range is aimed at introducing Irish consumers to Mediterranean wines

Innovation in the bottle

Torres, which prides itself on innovation, has introduced the Viña Brava range which is aimed at introducing Irish consumers to distinctly Mediterranean wines produced with indigenous Spanish grape varieties.

The Viña Brava White is a blend of Parellada and Garnacha Blanca, and offers fresh and elegant aromas of apple and pineapple, while Viña Brava Red blends Garnacha Tinta and Cariñena to give an intense ruby-coloured wine with sweet red fruit and a touch of soft spice.

Viña Brava Tempranillo is made with 100% of the grape variety that made Rioja famous. It’s a more cherry-hued wine with aromas of forest fruits and liquorice and a soft, well-rounded palate that Irish consumers know and love but at a more wallet-friendly price.

For the designated driver this Christmas, Torres Natureo is perfect. Natureo is Spain’s first de-alcoholised wine which ends up with only 0.5% ABV and a mere 22 calories per glass, but retains all the flavour and characteristics of regular wines.

A top class new world

Perceptions of new world wines and Australian wines in particular, have changed considerably over the last decade with the trade and public now accepting that some of the world’s finest wines can indeed be produced in these countries that are still considered newcomers. Lindeman’s Bin Range is said to be a perfect example of this shift, offering approachable, affordable wines that win critical acclaim.

This year its Bin 50 Shiraz came in for some high praise; Matthew Jukes, writing in the 2013/14 edition of the 100 Best Australian Wines, noted that: "This inexpensive, mass-produced wine is a lesson to the world in winemaking. It is clean, fresh, varietally-precise and it doesn’t taste in any way cheap. It requires massive skill to do this … there should be a bottle in every single self-respecting wine-lover’s kitchen ready to pour at a moment’s notice."

Lindeman’s has firmly adopted the philosophy that when it comes to every aspect of our lives and that includes creating great wine, quite simply: It’s the sunshine that makes it.

A perfect pairing 

Wolf Blass, the number four wine brand in Ireland, was in July awarded the Red Winemaker of the Year award at the prestigious International Wine Challenge in London, the second time it has won the accolade.

Never known to stay still, Wolf Blass has had a successful year, beginning with the announcement that Findlater Wine & Spirit Group would now distribute this most famous of its most popular wine brands.

In early August, it partnered up with Leinster Rugby to create a winning pairing of two teams that are no strangers to silverware. 

The year will close with the visit to these shores of the man behind the label: Mr. Wolfgang Blass. This hugely anticipated visit takes place in the third week of November with a full schedule of TV and radio interviews, presentations, tastings, trade dinners and much more.

Environmental wine

Cono Sur is the second largest Chilean wine brand in Ireland and has been ranked number 16 in the World’s Most Admired Wine Brands by Drinks Industry Magazine.

The environment is of utmost priority at Cono Sur where sustainable agriculture, integrated vineyard management and carbon footprint reduction projects have taken the group to the forefront of environmentally-friendly winemaking around the world. This work paid off when, in July 2007, Cono Sur became the first vineyard and winery in the world to be fully and independently accredited as carbon neutral.

One way Cono Sur has achieved this status is by encouraging its employees to travel around its vineyards and estates on bicycles, with the company naming its popular Bicicleta range in honour of their efforts.

To celebrate this it has been giving its Irish Facebook fans the opportunity to win a retro bike each month. For more information go to the Facebook page, Facebook.com/ConoSurIreland.

Spanish wines shine for Christmas

The positive progress of Spanish wines in Ireland is strong and steady. The latest figures show that Spanish wines have a 14.6% stake compared to 5.5% ten years ago. Worldwide, Spanish wine exports increased their value by 11.9% in 2012 reaching €2.5 billion, a record high.

The Irish consumer has become increasingly more interested in the Albariño grape variety over the last number of years, making Ireland one of the three largest markets (per capita consumption) and driving Irish imports of Albariño up 87% in the last five years.
The famous Spanish Albariño wines of RIas Baixas were one of the highlights at the Annual Wines from Spain Fair in Dublin that took place in September. Visitors were treated to a selection of Albariño white wines and had the opportunity to vote for their favourites from a selection of over 20 different wines at the Xmas Stars competition.

The 10 selected wines that are available in Ireland and will be promoted over this Christmas period are:

1- Terras Gauda, 2012, O Rosal (Classic Drinks €13.99)
It has a generous nose of ripe peach, orange peel, white flower and baked apple. The mouth is round with hints of minerality and mountain herbs (pine and eucalyptus). It finishes crisp and clean revealing its stunning structure and balance in acidity.

2- Marieta, 2011, Val do Salnés (Approach Trade €14.50)
Fruity aroma with hints of peach, ripe apple and melon, as well as nuances of lemon citrus. It is very persistent in the mouth, rounded and full-bodied with an aftertaste rounded with juicy and citrus fruit favours.

3 – Zárate, 2012, Val do Salnés (Quintessential Wines €19.95)
This is a very fresh and elegant wine. On the palate, a lively acidity comes through while the nose reveals fruity notes against a mineral backdrop.

4 – Valmiñor, 2012, O Rosal (Mackenway Distributors €18.99)
The wine shows a wide fruity range of aromas with notes of melon, apricot and grapefruit. The mouth is fresh and tasty, boasting a taste of apple and fruit with elegance.

5 – Organistrum, 2006, Val do Salnés (Approach Trade €25.50)
It has an aroma with a delicate vanilla touch and hints of lemon and grapefruit. The French Allier Oak brings out its smoked scent to the wine. It is dry in the mouth, well- balanced and full-bodied, ending with a long aftertaste.

6 – Alba Martín, 2011, Val do Salnés (Approach Trade €14.75)
A nose with hints of white stone fruits and white flowers. On the palate, the wine is rounded and full-bodied, with a light petillance that adds to its vivacious sense of freshness, and an impressive persistence on the finish.

7 – Santiago Ruíz, 2012, O Rosal (Distinctive Drinks €18.99-19.99)

Very aromatic with fruity nuances (pear, loquat and citrus) as well as balsamic (mint, laurel) and mineral notes. Powerful in the mouth; well-balanced acidity with a long finish.

8 – Agnusdei, 2012, Val do Salnés (Febvre Wines €19.00)
Complex and fragrant, includes hints of ripe fruit and floral and herbs nuances. The mouth is fresh and fruity with a long end.

9 – La liebre y la Tortuga, 2012, Val do Salnés (Quintessential Wines €13.50)
Aroma of crushed limes, Granny Smith green apple, floral notes and a hint of rose petal. The flavour is tightly packed, a lime juice and mineral driven style.

10 – Pazo de Barrantes, 2012, Val do Salnés (Gilbeys €19.99)
Intense floral, fruity and balsamic aromas. It delights the mouth with its depth, elegance and freshness. It is a perfect blend of structure and silkiness, complexity and exuberance, longevity and immediate enjoyment.

BEERS AND CIDERS 

A beer bounty

Corona Extra has grown dramatically in both the on-trade and off-trade over the last few years and the trend this year is already showing more of the same. Corona, the number two brand in the bottle category of the on-trade, is currently backed by an intensive TV, radio and press campaign. Corona will sponsor the Corona Film Festival again this year.

For calorie conscious consumers, Corona Light has been an instant hit since its launch last year. In Weight Watchers parlance it only has three pro points by comparison to four pro points for most other light beers and ciders or only 99 calories per 35.5cl. Sales of Corona Light grew by over 50% this summer and look set to be as popular this festive period with consumers looking to be health conscious.

As well as distributing Corona and Corona Light, Barry & Fitzwilliam also distributes Ginger Joe which it says will be popular this Christmas. Ginger Joe is an alcoholic ginger beer, available in 33cl bottles with an ABV of 4%. It is produced by Stones which is known for its Ginger Wine. Ginger Joe will be heavily advertised on satellite TV over the coming months. 

Heineken is the leading premium lager brand in the off-trade

A festive favourite 

This Christmas, Heineken, the leading premium lager brand in the off-trade, is ensuring that all festive needs are fully catered for. 
It says Christmas is the perfect time to celebrate the recent arrival of Heineken’s new on-pack design, not to mention an entire suite of festive themed POS to support activation in store. In-store theatre such as 3D hanging boards will also highlight the leading brand at the point of purchase and ensure Heineken remains the shoppers’ festive favourite.

The brand new on-pack design brings a fresh feel to the three elements that combine to make its instantly-recognisable identity – the colour green, the red star and the unique smiling ‘e’. Heineken’s famous red star takes centre stage on the new packs to become a more prominent element to the overall design, while a new-look embossed bottle cap has also been introduced, featuring a sleek 3D design. As well as this exciting new arrival, the ever popular 5L Draught Keg will be readily available nationwide to fit perfectly under the tree this Christmas.

2013 has provided a lot for the premium lager brand to celebrate as it continues to grow from both a volume and a value perspective in the off trade (15.8% MAT volume share of lager). This growth will continue in 2014 for Ireland’s preferred premium lager in the off trade where quality is always guaranteed. 

A cool festive season 

Coors says the holiday season just got colder as Coors Light sleds past its competitors, with growth across all channels. Positioned number four lager in the off-trade*, Coors Light continues to attract consumers with Rocky Mountain Cold Refreshment.

Christmas came early for Coors Light fans with the launch of ‘Anytime Is Playtime’ in June. The unique campaign had fans ‘Reaching for the Rockies’, as they competed to win pints and prizes by downloading and playing a brand new app called ‘The Great Rocky Mountain Game’. As part of this campaign, fans took part in an on-pack promotion which allowed them to access special codes to gain entry to new levels of the game and win more prizes such as a Coors Light six pack voucher, beer pouch hoodies and more.

The app boasted an impressive 53,644 downloads and over 950,000 game plays with thousands of gamers making their way into off-licences across Ireland to get packs. To celebrate the game’s final player, Coors Light rewarded him and a friend with the trip of a lifetime to the Rocky Mountains high in Colorado for seven days of adventure and exploration. 

2013 saw the introduction of the new Two Stage Cold innovation so consumers can now experience the next level of refreshment. All Irish cans and bottles will have two stages of Cold, Cold and Rocky Mountain Cold. The launch of Two Stage Cold is supported with a heavy weight media campaign on outdoor, digital, social media and at store level in the off-trade. Coors light is available in four and eight can packs or six, 10 and 20 bottle packs. 

*(Source: Nielsen September 2013) 

Desperados is a full bodied beer with an edge of tequila

Christmas with an edge

Desperados, a full bodied beer with an edge of tequila, is said to be perfect for getting that Christmas party started. Desperados, Ireland’s favourite tequila flavoured beer, has an ABV of 5.9%.

Desperados is offered in a compact three-pack of glass bottles ensuring no festive party lacks ‘The Edge’ this Christmas. The party doesn’t stop there however as October 2013 saw the introduction of a limited edition five pack tin can bucket with a plug lid, with a RSP of €10.00. 

2013 has been a year worth celebrating for the tequila flavoured beer, as it turned up the volume on its party activity with a stage at one of Ireland’s biggest festivals, Sea Sessions. As well as this, Desperados boasts over 13 million sales worldwide since its introduction to the Irish market in March 2010 by Heineken Ireland. Desperados’ unique taste and party-starting ability has ensured it remains Ireland’s most exciting beer and that it will be popular with consumers this Christmas. 

Season of the tiger

2013 was the year of the Tiger in Ireland as Tiger Beer reaffirmed its position as the world’s most successful pan-Asian beer. Tiger has introduced a new range of livery, including a new glass and counter mount, to the on trade to immediately showcase the brand’s creative spirit at point of purchase this Christmas.

In the off-trade, Tiger created a suite of innovative and distinctive POS items, such as lenticular shop tidies, wall pieces and spot UV posters, to interrupt consumers from their usual shopping routine and encourage them to try something different. 

Interacting with consumers at home, Tiger developed a state of the art application to encourage brand fans to follow their instinct this winter and engage with a digital movie inspired by the TV commercial. This unique app brought fans deep into the heart of authentic Asia, the birthplace of Tiger Beer. 

With a rich heritage filled with design and culture, Tiger is embraced for its distinctive taste and contemporary Asian spirit and is the perfect complement for any seasonal celebration as the days get colder and the nights grow longer. Tiger is available in single 330ml and 500ml bottles and also in a four, six and 12 pack.

SPIRITS
The spirits of Christmas

The Barry & Fitzwilliam vehicle distributes a wide range of premium spirits. The range includes Teachers Scotch, Courvoisier Cognac, Rémy Martin Cognac, The Famous Grouse Finest Scotch Whisky, Jim Beam Bourbon and Vladivar Vodka to name just a few.

Also found in the range is Jagermeister, the famous German schnapps. It is a huge seller in the shooter market, particularly among trend setters and is growing internationally. It is half-bitter German schnapps with a unique blend of 56 herbs and spices. Sales are up again this year which it says is an excellent performance and a reflection of its place in the top ten spirits on trade brands.

Barry & Fitzwilliam is the exclusive distributor of Kilbeggan Distilling Company range of whiskey which includes: Kilbeggan, Connemara and Tyrconnell. Kilbeggan has had a makeover and with a totally redesigned package including a Free Glass Pack for Christmas 2013.

Winter Spirit is a limited edition ale from award winning master brewers Smithwick’s

A winter warmer

After 300 years you learn a thing or two about brewing and Smithwick’s is putting that experience to the test with its newest brew, Winter Spirit, a limited edition ale from its award winning master brewers. Smithwick’s Winter Spirit offers variety for consumers, particularly regular lager and cider drinkers who are looking to try something new over the Christmas period. 

In keeping with its seasonal roots, the latest Smithwick’s addition provides a warmer, deeper flavour from the use of roasted barley in the brewing process. Fermented using the prized Smithwick’s yeast, this beer is steeped in heritage. The inclusion of aromatic hops late in the brewing process makes for what the company says is a sumptuous winter ale.

Said to be perfect for long, dark evenings, Winter Spirit is suffused with rich woody aromas and a smooth warming body with hints of biscuit, brown sugar and a subtle roasted nut finish. Only one batch of Winter Spirit will be brewed – a first for Smithwick’s. 

This festive season Smithwick’s offers a wealth of choice with a limited edition Smithwick’s gift pack, containing two bottles of Smithwick’s Winter Spirit and two bottles of Smithwick’s Pale Ale, perfect for gifting. Smithwick’s Superior Irish Ale is available in 500ml bottle, six pack can and single bottle.

To celebrate 300 years of experience, Smithwick’s launches its first TV ad in seven years. The ad aims to grab the attention of craft beer drinkers by using a distinctive ruby-red squirrel to bring to life the craftsmanship of the beer, alongside a new strapline, ‘Experience. It’s what you do with it that counts’.

A WKD Christ-moose

WKD, Ireland’s number one ready to drink brand*, is putting the ‘Moose’ into ‘Christ-Moose’ this year with a humorous take on the festive season.

Aimed to get retailers stores into the festive spirit, the brand has launched free Christmas ‘Christ-Moose’-themed POS kits containing a magic-eight price display poster, shelf-strips, wobblers and signs for seasonal opening times, plus a poster with two seasonal WKD cocktail recipe suggestions for WKD Frostbite (WKD Blue, port and lemonade) and WKD Hell’s Bells (WKD Red, vodka, lime and cola).

The company is also telling retailers to look out for a comprehensive selection of case deals and a range of account-specific promotions across the range of WKD flavours and pack formats being offered by SHS Sales & Marketing Ireland – which supplies WKD to retail groups such as Dunnes, Tesco, Musgrave Retail Partners, Musgrave Wholesale Partners, Superquinn, BWG and O’Briens; and Barry & Fitzwilliam – which serves wholesalers and smaller independent convenience stores. 

This Christmas, special focus is being given to three newcomers added to the WKD range in 2013: WKD Green and WKD Orange which are both available in 275ml and 70cl bottles; and the popular WKD mixed eight-pack containing two 275ml bottles each of WKD Blue, Iron Brew, Red and Purple, which has already become the fourth best-selling WKD pack since its launch earlier in the year**. 

* (Source: Nielsen Scantrack: ROI Take Home RTD Volume Ltrs MAT data to March 2013)
**(Source: SHS Sales & Marketing, Internal sales data ROI)

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