drinks news
Soft drinks firm eyes ginger slice
OFT drinks producer Fentimans has thrown its hat into the alcoholic ginger beer market.
Hollows Superior Alcoholic Ginger The new-look Arniston Bay wines.
New-look wines take it easy
SOUTH African wine brand Arniston Bay has been give a new look, designed to convey the “easy-going and carefree” nature of the brand.
The new labelling features a
petrel seabird flying over the coastline and brighter, bolder colours. The wines have been “reconfigured” by Arniston Bay winemaker Abraham de Villiers and Percy Fox – the wine division of Diageo – to create a range of fruit-driven styles, designed to be more accessible to the British palate.
Brand manager Caroline Thompson-Hill said Arniston Bay has grown its market share in the UK.
“With the new packaging and optimised wines, we are convinced that the brand will have even more appeal to consumers, and will therefore continue to add value to the South Africa category,” she said.
Aussie producer to lose weight
AUSTRALIAN winemaker Brown Brothers plans to introduce new lightweight wine bottles in the UK in a bid to cut its carbon footprint. The producer said the move, which will see the excess weight trimmed from the walls of the bottle, will reduce its glass packaging in the UK by 192 tonnes, leading to an annual reduction in carbon footprint of 144 tonnes.
The lighter bottles will originally be available across its core range – Chenin Blanc, Dry Muscat and Tarrango – before being rolled out across the entire UK portfolio.
32 - SLTN - November 11, 2010
Beer, the first alcoholic drink in Fentimans’ portfolio, is said to be made from 100% natural ingredients and conform with the company’s traditional fermentation and brewing methods used in the production of its botanically-brewed soft drinks. To make Hollows, Chinese root ginger is fermented with botanical ingredients for 12 to 14 days until the drink comes into “condition”, forming a 4% ABV ginger beer in a process that’s said to release a deeper ginger flavour and give the drink a cloudy appearance. Natural pear juice is then added to give Hollows, which is designed to be served over ice, “body and fullness”. Eldon Robson, managing director and master brewer of Fentimans, said the new drink is based on a traditional recipe. “My great-grandfather, Thomas Fentiman, insisted on using only the finest, natural ingredients,” he said. “His son-in-law, John Hollows, was given the famous recipe and soon his brewery became the most successful of all five. So it seemed a good idea to use the Hollows name as an assurance
Fentimans launches first alcoholic drink in its portfolio S
Alcoholic ginger beer Hollows and alcohol-free Crabbie’s were both launched late last month.
of the superior quality of the drink. “The alcoholic ginger beer market is
growing quickly, and Hollows will offer a premium alternative to consumers.” Meanwhile, the firm behind Crabbie’s alcoholic ginger beer has launched an alcohol-free variant. Halewood International said the launch of John Crabbie’s Cloudy
Ginger Beer is part of an innovation programme that will see more Crabbie’s products launched before the end of the year.
“The adult soft drink market is
growing significantly and as a business we identified a number of gaps in the market,” said Halewood’s head of innovation Richard Clark.
Wine shows it’s a good sport
AUSTRALIAN wine Wolf Blass was back on TV screens last month with two new ads.
Part of a sporting campaign for the brand, which is costing a claimed £2 million, the first ad featured a cricket promotion giving fans the chance to win VIP trips to the Vodafone Ashes Series in Australia this winter. The second promoted the newest additions to the Wolf Blass portfolio: Wolf Blass Yellow Label Sparkling Rose and the premium Wolf Blass Silver Label range. Wolf Blass has also launched The Platinum Club (www.
wolfblassplatinumclub.com) – an online initiative that offers consumers access to a range of sporting and wine-themed content.
Senior brand manager Annabel Keech said the activity has been launched ahead of Christmas – a “key wine- buying season”. “We would encourage the trade to stock up with Wolf Blass in anticipation
Wolf Blass is stepping up its marketing in time for Christmas with ads and an online members’ club.
of the sales drive this campaign will create,” she said.
“This is the first time that we have worked with a digital marketing agency
and in today’s society the use of social and online media is essential to engage new audiences as well as strengthen relationships with existing ones.”
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