OTS p32-38 summer drinks Jun09.qxp 28/05/2009 09:22 Page 33
summer drinks · feature
brand heritage. Those parts are of PoS kits, containing drip mats, back bar stands for more than just another beer
course 60/-, 70/-, 80/- and Export – display card, A2 posters, tent cards and coming into a quickly saturating
which itself in the off-trade has kept of course the prized schooner glasses market, as Richard explains. “The
the brand going while the on-trade are available to licensees. company isn’t just guys making beer,
business faded in recent years. The There will also be a major on-trade it’s about creating an environment and
plan at Jygsaw is to change all that, push this summer from Fraserburgh getting a community started where UK
starting now. outfit BrewDog. Brewdog has carved consumers drink UK lagers.”
The iconic (and in a world where out a hugely successful business Targeting influential consumers who
every second product is deemed model in the two years it’s been in frequent stylish bars, Zeitgeist will use
‘iconic’, it truly is) Cavalier has had a existence and now, with a major music and art to increase their interest
bit of a makeover, and this will on-trade drive set to take place in the company’s beers. “We want to
spearhead a campaign for the brand this year, the brand is hoping to get people thinking about beer a bit
which will see all new stockists getting break through from its niche more but we don’t want to latch on to
the newly designed fount plus new position to become a more music for the sake of it, it’s about
POS. In addition existing stockists will established player in the Scottish making it count,” says Richard.
receive a promotional rate of sale kit to market. Four of its beers are After signing a distribution deal with
reward existing drinkers. being pushed into on-trade Wallace Express, it was recently
In addition to this, Newcastle Brown channels, namely it flagship announced that Brewdog had declined
Ale is also in the midst of a new brand Punk IPA, Trashy Blonde, the offer of being stocked in JD
campaign, centering around the 77 Lager and the latest edition Wetherspoon pubs in favour of a deal
traditional schooner glass that is the to the portfolio, Zeitgeist, a black with Mitchells & Butlers, as Richard
perfect serve for the beer. The current lager that sales and trade explains, “We wanted to do business
promotion features a on-pack offer that marketing manager Richard with Mitchells & Butlers. They have
will enable consumers to purchase McLelland says returns to the good outlets where the clientele are
their own Newcastle Brown Ale way lager was traditionally happy to pay a bit more for their beer.
branded schooner, while ‘Best in Glass’ made in days of yore. Zeitgeist That fits with where we want to put
Brewdog and it works on terms we’re
happy with. We didn’t want to operate
UIforwardMiller Brands invests in style and swinging
on JDW’s terms so we walked away.
Summer time sees the first burst of Copyright: Mar
After a 40% jump in production
activity for the premium Italian
year on year, and sales expected to hit
beer, Peroni Nastro Azzurro. The
the £1.5m mark, the company is keen
collaboration with Anglo-Italian
for further expansion and has acquired
designer Antonio Berardi has borne tin Phelps
land which will allow this to happen.
three bespoke fashion items: a
“People want to do business with us
laptop case, a bottle opener and,
because we’re different,” says Richard.
perfect for the inevitable Great
“We’ve done a very good job of
British summer, a cagoule.
making sure everyone has heard of
The activity is being reinforced
Brewdog, but now we have to make
through a new innovative
sure they can get their hands on it, we
experiential element which
have to use the system to our
premiered in Birmingham at the
advantage.”
start of May and over the summer,
Peroni will be utilising retail units in
Fruit on the loose
key shopping areas in nine cities across the UK, including Glasgow and Edinburgh, where an
As well as beer, cider is a drink that
innovative 3D fashion film will be projected inside the shops – detailing the partnership with
owes much of its popularity to
Berardi and the craftsmanship of both brands.
summer and after years of success for
Touch screens will be displayed on the shop windows for passersby to interact with to find out
traditional cider it seems that more and
more about the PNA Antonio Berardi collaboration, as well as offering the chance of winning
more, it is pear cider that is appealing
one of the three exclusive PNA Berardi collection items.
to many consumers. This is a category
The interactive activity is also taking place in selected managed bars across the country. The
that Magners has recently got on board
bars will be utilising the touch screens on their windows to drive footfall inside. In addition to
with, giving pubs a full range of
the touch screen, an in-bar promotion will also be running for a limited period. The promotion
options, including Magners Original
will feature Peroni bottles adorned with their very own fashion tags through which consumers
and Magners Light all served over ice
can find out whether they’ve been lucky enough to win one of the three coveted Berardi items
or indeed Magners Draught served
as part of an instant win promotion.
extra cold.
Also at Miller Brands UK, Pilsner Urquell will enjoy its first year as the Official Beer of The
Anthony Heaton, Magners trade
Open Championship, held at Turnberry on 16-19th July.
marketing manager, has put together
During The Open, Pilsner Urquell will be working with a number of outlets across Scotland to
his top five tips for publican heading
highlight the Czech lager’s status as the Official Beer of The Open. All of the participating sites
towards the summer:
will receive refresher training on elements of the brand, including perfect pour. A number of
UIrecordVisibility – Ensure you allocate
point of sale kits including staff uniforms, beer mats, bar runners and a golf themed quiz will
sufficient space your fridges for the
also be available.
best selling products. A chilled UIforward
www.55north.com · june 2009 · ots · 33 ·
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