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Distillers release limited editions


Glenfarclas bottling includes whiskies from past six decades T


WO Scotch whisky distilleries have released limited edition bottlings in


Point of sale kits include posters and bunting.


Take comfort in Mardi Gras


THE firm behind Southern Comfort is urging operators to get into the spirit of New Orleans and celebrate Mardi Gras next month. Kicking off next week, Bacardi


Brown-Forman Brands aims to distribute more than 4500 Mardi Gras kits in a bid to encourage operators to stage their own Mardi Gras parties. The event takes place in New Orleans, where Southern Comfort was founded, on March 8 this year.


The kits include drip mats, posters, bunting and banners bearing the strapline ‘calling all bead throwers and party goers’ or highlighting special Mardi Gras serve, the Southern Comfort Cajun Thunder shot (Southern Comfort with a few dashes of spicy pepper sauce). BBFB is also giving operators the chance to win stock and prizes by posting a photograph of their own Mardi Gras POS display on BBFB’s trade website www.pourfection. co.uk/southerncomfort.


Senior brand manager Domenick Scioli said staging a Mardi Gras event can help boost footfall.


“With a host of delicious serves to


offer customers, in-outlet visibility kits and a gift with purchase, the Mardi Gras platform will help drive footfall into outlets and, in turn, boost sales,” he said. “We would, therefore, encourage establishments to stay fully stocked with Southern Comfort at all times and create eye-catching displays this Mardi Gras.”


Meanwhile, the firm is giving operators extra support to drive spirits sales in the wake of last month’s VAT increase.


BBFB is giving operators the chance to claim free menus (by visiting www. createamenu.co.uk and quoting voucher code VAT11) to eliminate the cost of reproducing drinks menus on account of the VAT rise. It’s also promoting a range of ‘skinny serves’ at www.pourfection. com.


14 - SLTN - February 17, 2011


recent weeks. To celebrate 175 years since the distillery was granted its first licence, Glenfarclas has launched a special anniversary bottling. Eighteen casks, three from each of the last six decades, were selected to create the anniversary whisky, including a cask which at the time of bottling was the oldest in the distillery’s warehouses (cask number 1711 from 1952).


The Glenfarclas 175th anniversary whisky brings together six decades in one glass.


The end result is said to marry the “heavy sherry” from casks from the 1950s and 1960s with “light fruitiness” from those filled in the ‘70s and ‘80s, the “freshness” of 1990s casks and the “surprising maturity” of the youngest casks from 2000.


The 175th anniversary bottling, which has an RRP of £85 and an ABV of 43%, is supplied in a gift tin featuring historic Glenfarclas labels.


Chairman John LS Grant said visitors to the distillery’s Spirit of Speyside Whisky Festival events in April and May will have an opportunity to sample the


Auchentoshan 1977 and Glenfarclas 175th anniversary are two recently-launched limited editions. limited edition dram.


“With six decades in one glass we hope consumers around the world will enjoy celebrating our 175th anniversary with this unique Glenfarclas,” he said. Meanwhile, lowland distillery Auchentoshan has launched two limited edition single malts: Auchentoshan 1977 and Auchentoshan 1998. Matured in oak Olorosso sherry casks for 32 years, Auchentoshan 1977 is described as a complex and smooth


The second of the two limited


releases is a 1998 expression which has been matured in Fino sherry casks; the “zesty” Fino sherry characteristics are said to be complemented by the smoothness of Auchentoshan. The distiller has released 6000 bottles of the 1998 expression, which has an RRP of £44.99 a bottle, globally.


Whiskey shows its Irish spirit


BAR owners are being urged to tap into the ‘true Irish spirit’ this St Patrick’s Day.


The call has gone out from spirits giant Pernod Ricard, which plans to distribute point of sale kits for Jameson Irish whiskey to some 3000 outlets across the UK in the run up to March 17.


Designed to help operators boost sales on the day Ireland toasts its patron saint, the kits include posters, chalk boards and table talkers highlighting the whiskey’s mixability in drinks like the Irish Mule. Other activity includes a Facebook campaign and a bartender cocktail competition. And, in the off-trade, a special


limited edition bottle of Jameson will be launched. The brand team joined forces with Irish designer and bar owner, Paul Daly, to produce the “contemporary” bottle design. Patrick Venning, head of marketing for Jameson at Pernod Ricard, said the campaign aims to give St Patrick’s Day a “premium makeover”. “Through our ‘true Irish spirit’ campaign, we’re giving bartenders across the UK the tools and knowledge to maximise the St Patrick’s Day sales opportunity in a way that delivers a premium in-bar experience for their consumers,” he said.


The limited edition bottle is available now.


single malt with subtle oaky tones. Just 240 bottles of the whisky, which has a retail price of £370, have been released worldwide.


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