Pub 2610 p25 drinks n 21/10/09 13:04 Page 25
www.thepublican.com thePublican Monday 26/10/09 25
News Drinks
Pernod Ricard marketing campaign strengthens links with film
Drinks Briefs
Push for Jameson
Old Hooky victory
Hook Norton’s Old Hooky has been
listed at number one in The
Independent newspaper’s list of
the top 50 beers in the world.
By Daniel Pearce The Oxfordshire brewer’s
danielp@thepublican.com Double Stout also made the
top 10 in the list, coming in at
JAMESON WHISKEY is ramping up number eight after the
its presence in front of consumers newspaper asked four of
with a major advertising campaign the country’s top beer
running until the end of the year. writers to choose the top
Taking the theme of ‘Easy-going 50 beers in the world. The
Irish’ the campaign is going back to panel included Publican
the Pernod Ricard UK brand’s roots columnist Pete Brown.
through advertising in cinemas and Hook Norton managing
further activity strengthening its links director James Clarke said:
with UK film. Ads for the Irish whisky “For Hook Norton beers to
Other initiatives include Jameson’s brand will appear in be recognised by four of
biggest ever sampling campaign – cinemas the country’s best beer
emphasising the mixability of the experts is a fantastic achievement.
brand – taking place in 160 inde- We are a local brewer, which now has
pendent pubs and bars in London, as of cult films, is continuing, while the Jameson, one of our priority brands, an international reputation for
well as in managed sites. Consumers brand has linked up again with as this advertising deserves the big quality.”
are being provided with a 2-for-1 Empire magazine as sponsor of its screen. We feel we have a really com-
voucher, redeemable at the bar to Empire Awards and cult film events. pelling creative idea that’s going to
encourage repeat purchase. Patrick Venning, head of marketing strike a chord with our target audi- New look for
Meanwhile, master mixologist Ed for whiskies at Pernod Ricard UK, said ence,” he said.
McAvoy has been signed up as a the new campaign was all about urg- “This is a really exciting time for Tusker
brand ambassador and is meeting pub ing consumers to take a lighter, more Jameson – consumers have respon-
and bar owners to train barstaff and ‘easy-going Irish’ attitude to life, par- ded very well to date to the brand’s East Africa’s number one
raise the profile of the brand. ticularly in the tough times of today. venture into the world of cult films, lager, Tusker, is being
The Jameson Cult Film Club, which “We’re delighted to be going into which is why we have invested again repackaged following
sees the brand put on free screenings cinemas this year to support in an exciting 2009 campaign.” consumer and trade research
that suggested its labelling
was letting the product
A new 100 per cent English cocktail has down.
been created in Herefordshire. The ‘Turber- The 4.2 per cent lager’s
field Royale’ was created by Ledbury Town iconic elephant emblem is
Crier William Turberfield as a British riposte being brought into the 21st
to the Kir and Kir Royale, two cocktails century with a modern design which
invented in 1946 by the Mayor of Dijon in UK distributor Surfax believes will
France to overcome post World War II red help it stand out from its competitors.
wine shortages. Turberfield commented: Surfax managing director Peter
‘Foreign wines should be considered super- Karsten said: “Although the heritage
fluous when it comes to entertaining at offi- of Tusker, which dates back to 1922,
cial events. Why do people buy drinks from is essential to the brand’s success, we
thousands of miles away, when delicious and felt it was crucial to give the label an
natural ingredients are often within three overhaul in line with the lager’s clean
miles of their door?’ The new cocktail, which crisp taste.”
uses local sparkling wine, apple ciders,
perry, blackcurrant cordial and strawberry
bitters, was chosen by a group led by Pago pubs trial
licensee Andy Ward of the Talbot Inn in
Ledbury to win a local competition. Pago wants pubs to trial different
flavours of its fruit juice – and is
For the recipe visit www.thepublican.com/ encouraging them to do so
drinks with a free mixed case
offer. Stockists just have
to buy four cases of
Cabana relaunches draught wine range
Pago to receive the
free case.
The new mixed
A NEW range of draught wines has Red and white house options benefits of bag-in-box dispense. case will showcase
been launched by Cabana Soft are available, along with merlot, “The 10-ltr bag-in-box format elimi- eight of the brand’s 16
Drinks. liebfraumilch, shiraz rosé and pinot nates the need for storage and dis- flavours in a case of 24: tomato,
Cabana, known largely for its cola grigio. posal of bulky glass bottles and also mango, peach, strawberry, orange-
and lemonade varieties, also owns Cabana sales director Paul Vincent chills the white and blush wines at carrot-lemon, cranberry, tropical
the Chartwell wine brand. It has said: “The demand for dispense the point of dispense, making for a cocktail and lemon-lime flavours, each
relaunched Chartwell and unveiled wines continues to grow as licensees better, more economical way of in 200ml bottles.
its latest range of 12 wines. become more aware of the inherent serving wines in the on-trade.” Visit www.pagofruitjuice.co.uk
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