Summer tipples

The summer is upon us and 2010 could turn out to be a lucrative year for the drink brands as people increasingly endeavour to economise by entertaining at home.

Brand Central

12 May 2010

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At a glance: Spirits

The 75cl Bacardi Mojito Bottle is supported with heavy weight TV advertising campaign and is now available at a new lower trade price, with a recommended retail price of €13.99
Jagermeister, the famous German schnapps, is a huge seller in the shooter market, particularly among students and is growing internationally.

Wine

Errazuriz Estates distributed in Ireland by Cassidy Wines is renewing its sponsorship of Tennis Ireland
One 250ml bottle of Echo Falls Spritz is the equivalent to just one unit of alcohol and contains just 98 calories
Barefoot White Zinfandel is a new addition to the E & J Gallo portfolio
One 250ml bottle of Echo Falls Spritz is the equivalent to just one unit of alcohol
Blossom Hill Sparkling White Zinfandel has been relaunched and is proving to be a popular alternative to Champagne, Prosecco and Cava
Edward Dillon has announced the introduction of Chandon Brut to Ireland

Beer

Heineken is Ireland’s number one draught lager
Heineken Extra Cold is specially chilled to below 1-2° C
Bulmers Ltd., launched a new variant onto the Irish cider market, new Bulmers Berry
Bavaria is launching its new TV campaign,‘The drop’ following on from the huge success of the ‘300 years campaign’ last year
Karpackie is brewed in Poland and is a 5% ABV full flavoured beer brewed to suit the Irish consumer taste specifically
Summer 2010 will see Murphy’s sponsor the Cork Oyster Festival The World Cup is expected to increase consumption of alcohol during the month of June and many of the drink brands are getting behind this and other major sporting events in order to maximise sales. According to Alcohol Action Ireland, Ireland continues to rank among the highest consumers of alcohol in the 26 countries in the enlarged EU, drinking about 20% more than the average European.

Get into the spirit of things

Liqueurs are among the most versatile products on the drinks market. With the growth of the cocktail culture and the popularity of flavoured drinks, liqueurs have had sustained growth in this most vibrant of categories.

Vodka from the land of the wolf

Edward Dillon has announced the distribution of Eristoff; the fastest growing standard premium vodka brand in the world. Winner of the Gold Medal at the International Spirits Challenge 2008, Eristoff will be supported in Ireland by a major campaign that will see the introduction of Eristoff Vodka and Eristoff Black (wild berry flavour) throughout the on-trade. Originating from Georgia, Eristoff vodka is made from 100% grain, triple distilled and charcoal filtered for absolute purity.

The Bacardi Mojito

In 1862, in Santiago de Cuba, Don Facundo Bacardi Masso revolutionised cocktail making with the creation of the first premium aged white rum. The original mojito recipe used was a blend of freshly squeezed lime juice, unrefined sugar, bruised mint, soda water and a splash of Bacardi Superior Rum to bring this refreshing drink to life.

The Bacardi Mojito bottle is a blend of Bacardi Superior rum, mint and lime juice, sweetened with a little sugar. All you need to do to complete this crisp cocktail is to pour it over half a lime with a little fresh mint into a tall glass with ice and add a splash of soda. The 75cl Bacardi Mojito Bottle is supported with heavy weight TV advertising campaign and is now available at a new lower trade price, with a recommended retail price of €13.99.

Barry & Fitzwilliam have plenty of spirit

The Barry & Fitzwilliam vehicle distributes a wide range of premium spirits. They include Teachers Scotch, Courvoisier Cognac, Rémy Martin Cognac, The Famous Grouse Finest Scotch Whisky, Jim Beam Bourbon, Vladivar Vodka, Boru Vodka and Stolichnaya.

Cointreau is a cool experience on ice with a warm afterglow, surrounded by the exotic scent of oranges while maintaining its elegant French heritage. Cointreau is the perfect partner for cocktails, renowned for livening up a Margarita, making a long drink even longer with 7UP or the stylish party Cosmopolitan cocktail.

Echo Bols Distilleries is one of the largest and oldest producers of fine spirits and liqueurs in the world. Many of the unique flavours of Bols liqueurs are made with fruit juices, thereby creating the ideal platform for some of the best cocktails around. The selection of flavours available from Bols includes Bols Blue, Grenadine, Advocaat, Crème de Cacao, Cherry Brandy, Amaretto and many more.

Jagermeister, the famous German schnapps, is a huge seller in the shooter market, particularly among student trend setters and is growing internationally. It is a half-bitter German schnapps with a unique blend of 56 herbs and spices ideal served chilled or try the new phenomenon of mixing it. Sales are up 10% for the first quarter of 2010.

Tia Maria is a hugely popular coffee liqueur worldwide, particularly in its mixability in cocktails, with coffee or in desserts, or mixed with milk and ice as a luxurious long drink.

Disaronno is described as a ‘cool’ brand. With it’s distinctive square glass decanter and smooth almond flavour, it has a secret recipe which is said to include the pure essence of 17 selected herbs and fruits with an infusion of apricot kernel oil.

Wine away the days

The drop in excise duty on wine in the last budget means that consumers can now trade up and are interested in trying new wines that may have previously been out of their price range. White wines and rosé typically sell well in the summertime but increased at home consumption means that all wine should see a lift this summer.

Echo Falls Spritz

One 250ml bottle of Echo Falls Spritz is the equivalent to just one unit of alcohol, so you can quench your thirst, enjoying one of the refreshing new varieties; either the Chardonnay (white) – zesty and refreshing with a light sparkle and subtle lemon-lime fruit flavours, or the White Zinfandel (rose) – lively and refreshing, with a light sparkle and bursting with sweet summer berry fruits. This refreshing drink only contains 98 calories and 108 calories respectively, making it ideal for the calorie conscious consumer.

Errazuriz Estates sponsor Tennis Ireland

Errazuriz Estates distributed in Ireland by Cassidy Wines is renewing its sponsorship of Tennis Ireland in time for an important Davis Cup match in July. Errazuriz has invested heavily in 2009 and 2010 with the opening of their new winery later this year. Errazuriz wines are widely available in Ireland with the Estates Range retailing at €9.99 and the Max Reserva range retailing at €14.99. Winemaker Francisco Baettig will be in Ireland in the late summer to conduct a number of tastings.

Experience the taste of summer with E & J Gallo

Rosé is the word on everyone lips this summer and the E & J Gallo Winery portfolio, which is distributed by Cassidy Wines, has an impressive selection of Rosé varietals to choose from.

Gallo Family Vineyards White Zinfandel is a light bodied wine with a jewel-like colour, distinctive red berry bouquet and crisp, fresh fruit finish and has a recommended retail price of €8.35.

Gallo Family Vineyards White Grenache is a light, crisp and well balanced, with a fruity bouquet and ripe berry flavours. RRP €8.35

Turning Leaf Shiraz Rosé is a medium-bodied, crisp, well-balanced wine. Its fruit forward character offers ripe cherry and plum flavours and is uplifted by dark berries with subtle hints of sweet spice. RRP €10.35

An exciting new addition to the portfolio, Barefoot White Zinfandel is light, colourful and fruity with a slight effervescence which makes it ultra refreshing when chilled- RRP €8.99

Add a little sparkle to your life

The ladies love Blossom Hill

Blossom Hill will sponsor Ladies Day at the Dublin Horse Show in August for the second year. Blossom Hill Sparkling White Zinfandel has been relaunched and is proving to be a popular alternative to Champagne, Prosecco and Cava. In store visibility will continue to be a core driver for the continued growth of the Blossom Hill brand. This includes through the line POS as well as a consumer neck collar campaign.

Edward Dillon introduces Chandon Brut

Edward Dillon has announced the introduction of Chandon Brut to Ireland. This sparkling wine is the result of Moët & Chandon’s expansion into the new world and Chandon’s affordable price tag of €19.99 meaning current consumer demands for premium and quality brands at affordable price points are satisfied. Chandon Brut retails at just €19.99 and will be exclusive to off-trade accounts.

In just two decades, Chandon has emerged as the leading super premium sparkling wine in Australia. With its crisp and fruity taste, Chandon Brut sparkling wine is sure to be a hit with Irish consumers. For more information, please contact Edward Dillon & Co on 01 8193300.

A lighter way to enjoy summer

Exclusive to United Wine Merchants, Lambrini Light is the first wine style drink that is available in a low calorie option – and what better way to please your customers this summer than with a great tasting, lower alcohol (5.5%abv), lower calorie alternative. Offering the same great taste as the other Lambrini Varietals, Lambrini light is only 35 calories per 100ml. For more information on Lambrini Light please contact United Wine Merchants on tel: (048) 38316555 or see our website www.unitedwines.co.uk

Beers up

The many sporting events this summer, especially the World Cup, will present great opportunities for the off licence sector. Make sure you are well stocked with the right beer brands to take advantage of these occasions.

Heineken’s all set for summer

Heineken is driving the lager market forward with programmes such as Heineken Extra Cold, which delivers the full Extra Cold consumer experience. The specially designed frozen countermounts chill the draught lager to 1-2° C below normal temperature using an under counter twin tank cooler. As well as chilling the lager, Heineken has developed specialised glasses to make the experience an even cooler one and add to the cold beer experience. The specially designed Heineken Extra Cold glass is kept in a glass freezer which chills the beer by an additional 1-2 °C leading to the ultimate in quality cold beer consumer experiences.

This year, for the first time, the rugby and football sporting worlds collide, providing the ultimate sporting occasion. 2010 represents a special year for Heineken in sport with 15 years of the Heineken Cup and the year the Heineken Cup Final meets the UEFA Champions League final. Heineken Star Saturday, is a unique opportunity for soccer and rugby fans to celebrate with an ice cold Heineken across Ireland on one epic day.

Murphys With the sun shining and BBQ season in full swing, the Heineken Draught Keg provides the perfect opportunity to serve your friends the perfect glass of smooth, cold beer, whether it’s a party or a barbeque or watching the match on the outdoor projector.

Murphy’s Little Big Nights Out

Murphy’s Little Big Nights Out series continues to delight Cork this season as the perfect midsummer treat. To date the series has seen musical masterpiece The Blues Brothers shown in The Flying Enterprise, the 1986 All-Ireland Hurling Final screened with Cork’s hurling legends, the notorious John Spillane in Counihan’s and Florence and the Machine in the Opera House. All those wanting to get in on the next Little Big Night Out should apply for tickets at www.littlebignightsout.com.

Summer 2010 will also see Murphy’s sponsor for the inaugural Cork Oyster Festival to the delights of foodies everywhere. The fest will be showcasing the best in local seafood at some of Cork’s finest restaurants.

Winner of the Monde Selection award for taste year on year Murphy’s is the least bitter of the Irish stouts. Murphy’s is up for grabs in Cork and select off licences around the country in a single draft can and in a six pack. For more info check out www.murphys.com

Look out for Beamish at the races

Summer 2010 see’s Beamish become increasingly synonymous with top class horse racing hosting key races at some of the finest courses in Ireland. This summer the brand will be satisfying punters thirst for racing across the finest furlongs of the country including Ballinrobe Co Mayo, Bellewstown Co. Meath, Laytown Strand and The Curragh in Kildare.

In tandem with the racing association Heineken Ireland continues to reaffirm its commitment to the development of Beamish and has since widened its distribution over the past year resulting in increased sales for the brand. Winner of the Monde Selection international food quality award for Best in Stout in 2009 Beamish continues to cement its long-standing tradition of superior quality. Beamish continues to offer variety in the off licences nationwide with the single draught can, single standard can and four can draught pack.

Taste the cold filtered difference this summer

Miller Genuine Draft is cold filtered and the result is a refreshing and easy drinking beer that’s perfect for the long summer evenings. To help bring Miller Genuine Draft to life in store the brand has developed a comprehensive new range of in store point of sale that’s available now. Look out also for the above the line marketing campaign coming soon. For more details, or to order Miller Genuine Draft, contact Richmond Marketing on (01) 623 3222

The undergrowth movement

2010 saw an exciting new product launch to the Irish Drinks Sector as Bulmers Ltd., launched a new variant onto the Irish cider market, new Bulmers Berry. The new fruit cider enters a largely untapped, growing market with considerable potential. Speaking at the launch, Michael Merrins, managing director, Bulmers Ltd., said: “After carefully exploring the opportunities for the brand following the successful launch of Bulmers Pear last year, it became evident that the fruit cider market presented an exciting and logical extension for Bulmers, driving our commitment to growing the cider category whilst responding to consumer demand. Our research has shown that the blend of apples with blackcurrants, raspberries and strawberries in Bulmers Berry is spot on in terms of consumer tastes and initial feedback has really filled us with confidence about the potential for Bulmers Berry in Ireland,” he said.

With an ABV of 4.5%, Bulmers Berry is a premium and natural product maintaining the distinctive character of its parent Bulmers. New Bulmers Berry will be supported by a heavyweight national TV, outdoor, online and sampling campaign. In keeping with the undergrowth nature of the product, Bulmers has opted for an underground theme for its launch activity in association with Secret Wars. For the first time ever Bulmers is rolling out a PR, online, viral and word of mouth campaign prior to the launch of the mainstream ATL activity in the summer.

Bulmers Berry is available in a 500ml can in grocery with a RRP at parity with Bulmers Original.

Enjoy a drink compliments of Magners League

The Magners League now commands huge respect in European and World Rugby. On any given match day, fans can grab themselves a Magners League ‘Scrum Capple’, be treated to a pint of Bulmers in their seat if they are in the half-time ‘Lucky Row’ at Leinster, win Magners League prizes if their photograph appears on the big screen at Thomond Park as the ‘Face in the Crowd’. Fans also have the opportunity to have their fifteen minutes of fame if they are interviewed on film by the Magners League Pro Fan and see themselves on the Pro Fan bog.

Lighten up

Bulmers Light Irish Cider is the only low calorie cider on the Irish market and retains all of the characteristics of Bulmers Original Irish Cider, i.e. alcohol volume (4.5%), taste, colour, carbonation and nose. Bulmers Light has only 92 calories per 330ml bottle, providing a lighter alternative. By introducing a light cider, Bulmers developed a product that fit with consumer’s modern lifestyle requirements – a good quality Cider but with fewer calories, therefore allowing consumers greater brand choice within the cider category.

United Wine Merchants introduce Crabbie’s Alcoholic Ginger beer

Crabbie’s Alcoholic Ginger Beer is new to United Wine Merchants. The alcoholic Ginger Beer is made from a unique recipe that has four secret ingredients which coupled with the “steeped ginger” give the drink its sparkle, crispness and uniquely ginger and refreshing difference. Crabbie’s is best served chilled, poured over a glass of ice and topped with a slice of lemon . Crabbie’s Alcoholic Ginger Beer will have a stand at Taste of Dublin this June (10th – 13th June) in the Iveagh Gardens. For more information contact United Wine Merchants on tel: (048) 38316555 or see our website www.unitedwines.co.uk

Beers from across Europe

Karpackie forecasts that its four pack will be in the top five canned lager brand by the end of 2010.

This is down to the brand’s astounding success over the past two years and is by far the fastest growing can lager on the market. Karpackie brewed in Poland is a 5% ABV full flavoured beer brewed to suit the Irish consumer taste specifically. Karpackie is enjoyed by all consumers who like great tasting beer at a value for money price.

Prazsky, a refreshing Czech beer offers great value all year round with its two stand out flashed pack: four for €4.50 and six pack for €6.99. Introduced in 2005, Prazsky is made of the purest and finest ingredients. It is now one of the main players in the Irish off trade market. The two value packs must be among the best quality offerings on the Irish market. www.unitedwines.co.uk

Bavaria Bavaria has been brewed in Holland since 1719 using the finest natural ingredients; natural mineral water from their own wells and malt from their own malting house. Available in Ireland from the Gleeson Group, Bavaria is priced very competitively and offers consumers a superb tasting beer. This year Bavaria launches its new TV campaign ‘The drop’ following on from the huge success of the ‘300 years campaign’ last year. With summer approaching, music festival season is upon us. Bavaria is proudly sponsoring a number summer music events around the country, Sessions in Bundoran, Indiependence Festival in Mitchelstown and Castle Palooza in Tullamore. A huge press and radio campaign will surround these events along with in store promotion.

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