[PDF] September BWS Newsletter

September 2014
IRI BWS Newsletter
This September Funkin Cocktails announced a partnership with Malibu which enables customers
to make seven perfect Piña Coladas for a bargain price of £9. Kopparberg Spiced Apple is
returning for the colder months whilst Fire Eater whiskey is sure to warm up an occasion. Pig and
Poke has added to its range with a new mulled wine. Absolut vodka has launched a special edition
bottle which is inspired by American artist Andy Warhol whilst Sailor Jerrys has also had a bottle
makeover to help it stand out amongst its competitors. Finally, Budweiser has launched a new
promotion to celebrate the NFL coming to Wembley.
Funkin Cocktails Unveil Malibu Partnership
Following the on-trade success of Funkin’s 1-litre Piña Colada, the cocktail expert is launching the
next phase of its cross-channel partnership with Malibu coconut rum with a co-branded 750ml
Piña Colada pack for the off-trade. Priced at £3 and available initially in over 50 Tesco stores
throughout September, the cocktail mixer is merchandised in a joint display and offered to
consumers with a 35cl bottle of Malibu; enough for seven perfect Piña Coladas at a special price
of £9.
Made using a recipe combining Costa Rican pineapples and Indonesian coconut cream with added
natural pectin, it creates the first-ever homogenised 100% natural Piña Colada mixer. Easy and
quick to serve, all consumers need to do is mix Funkin Piña Colada with Malibu and ice. (Source:
Talking Retail)
Kopparberg Spiced Apple Returns for Winter 2014
After another summer of growth, Kopparberg is now turning its attention to
the colder months with Kopparberg Spiced Apple. Launching in October, the
variant meets the increasing demand of consumers who view cider as an all
year round drink. Kopparberg Spiced Apple has warming sweetness,
cinnamon notes with a woody aroma. The cider can be drunk over ice, but
can also be warmed to deliver a seasonal taste.
The variant is available via a number of Off Trade retailers where Kopparberg
will be encouraging consumers to taste the mulled serve through selected sampling and in-store
media. Selected pubs and bars nationwide will also get their mitts on bespoke “Keep Cosy Kits”,
including an urn and festive knit mugs to mull, dispense and serve the cider, as well as additional
serving suggestions. (Source: The Food & Drink Innovation Network)
Pig in a Poke Launches New Mulled Wine
Wine brand, Pig in a Poke, announces the launch of its brand new Mulled Wine across Farm
Shop and Deli’s nationwide via an exclusive distribution partnership with Bramble Foods.
Launching later this month for the imminent 2014 Christmas season, the new Mulled Wine
adds to the brand’s already three strong range of Old Spot Red, White & Rose. Bringing a
blend of wine with aromatic festive spices, the new Pig in a Poke Mulled Wine has been
blended by experts in Great Britain from the product of Europe’s finest vineyards and is set
to complement both the agricultural offering and grounded retail environment within Farm Shop &
Deli’s as well as further celebrating best in class for British Brands. (Source: The Food & Drink
Innovation Network)
Absolut Unveils Andy Warhol Special Edition
Premium vodka brand Absolut is launching a multimedia campaign inspired by the
work of legendary American artist Andy Warhol, which will form the platform for the
brand over the next twelve months. The iconic vodka, which has a long association
with the world of art, is proudly introducing a special Andy Warhol Edition – a new
limited edition bottle celebrating creativity, pop art and the artist’s iconic collaboration
with the brand 30 years ago. The design will transform Warhol’s original Absolut
painting onto the shape of the bottle itself, disrupting shoppers with a new and unique
take on an iconic moment in art history, and adding a splash of colour on-shelf. (Source: Talking
Retail)
Sailor Jerrys Unveils New Look Bottle
William Grant & Sons has unveiled a new look for its spiced rum, Sailor Jerry. While the
liquid remains unchanged, the new design is an evolution of the previous look with
clearer cues to Norman ‘Sailor Jerry’ Collins, the father of old-school tattooing. A new
bottle shape has also been introduced, ensuring the brand is clear and recognisable
amongst its competitors. Inspired by the famous tattoo artist, six new Sailor Jerry
pinup girls have been added to the inside front label of the bottle. Brand fans already
remove the label to collect the existing range and the new pack includes a new,
removable label so that Sailor Jerry fans can easily continue their collections with the
new artwork.
In the off-trade, spiced rum now accounts for a quarter of all rum and is the fastest growing subcategory by value, while in the on-trade, value sales of spiced rum have almost doubled in the last
two years, adding £50m to the category. Sailor Jerry is the number two spiced rum in the UK on
and off-trade. (Source: The Food & Drink Innovation Network)
Bacardi Brown-Forman Brands Rolls out Fire Eater into Wholesale and Convenience
Arriving in the UK in April, Early Times Fire Eater was launched to tap into the demand
for flavoured whiskey among adult consumers and the growing shot occasion. Bottled
at 35% ABV, this new cinnamon liqueur with smooth Early Times whiskey offers a hot
yet smooth shot. Fire Eater is being supported by a £1.5m integrated marketing
campaign including social media, digital communications and nationwide experiential
sampling. Activity will be enhanced throughout October to December, sampling in key
student cities to drive awareness.
Students will be asked to ‘Step Right Up’ and don a pair of virtual reality Oculus Rift
glasses and be transported inside a big top circus tent. Users are then lead to a lift that carries
them high above the crowds to a platform where they teeter on the edge before taking the plunge
through burning rings of fire into a tiny pool of water below – all of which is in 3D, delivering an
almost real experience. Alongside this consumers can also try a 15ml sip sample of Fire Eater.
(Source: Talking Retail)
Budweiser Celebrates Local NFL Matches with New Promo
Budweiser has launched an on-pack promotion to celebrate its NFL partnership to mark the
upcoming games scheduled at Wembley Stadium. A limited edition NFL-themed pack (20x300ml)
will offer shoppers the chance to win NFL diamond hospitality tickets, as well as official NFL
merchandise.
The packs are available in Tesco stores nationwide, and the launch of the promo saw cheerleaders
from the Oakland Raiders visit Tesco stores in Twickenham and Milton Keynes, performing
routines in the aisles and posing for photographs with shoppers. Budweiser will also be present at
the pre-game tailgate events at Wembley Stadium on match days and will available to fans inside
the stadium. (Source: NamNews)
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