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8 WholesaleManager DRINKS NEWS AWARDS SHEPHERD NEAME IS TOP IN PROCESS EXCELLENCE AWARDS More efficient ways of working at Shepherd Neame have been recognised with an award for ‘Best Improvement Project (under 90 days)’ at this year’s Process Excellence Awards. The award was given for the brewery’s inventory reduction project in wines and spirits, which halved the inventory and also increased product availability. The project served as a trial in the roll-out of other improvement schemes across the business. CAMPAIGN THIS WATER LAUNCHES REFRESHING NEW AD CAMPAIGN This Water, is making a big splash into TV and outdoor advertising this summer with its biggest ever nationwide above-the-line campaign, including its first TV commercial. “This is an exciting time for our brand, three years after it first launched. We are significantly lifting our investment this summer with a heavyweight nationwide outdoor campaign and our first ever TV commercial,” says Sarah Smart, This Water marketing manager. PIG IN A POKE PIG IN A POKE GOES NATIONAL British designed wine brand, Pig in a Poke, has gained national distribution for its Old Spot range. The award-winning and on-trade exclusive Old Spot red and white wines are now available in Makro nationwide, supporting the ‘Love The Pub’ campaign. Pig in a Poke offers a unique guarantee - 100% satisfaction, or your money back. FOSTER’S COMEDY TO BE FOSTERED BY THE AMBER NECTAR Heineken UK’s determination to harness ‘the power of humour’ to build a major new marketing platform for Foster’s, its leading lager was underlined with the announcement that the brand is to become the title sponsor of the world-renowned Edinburgh Comedy Awards. FOSTER’S BRECON CARREG TO ADVERTISE ITS PURE WELSH MAGIC Brecon Carreg, the number one Welsh Natural Mineral Water, has launched a major advertising campaign in Wales from 10 May to 5 July with over 180 poster sites and radio advertising. The campaign describes the water as ‘Pure Welsh Magic’ depicting the waterfalls and landscape of the picturesque rural Brecon Beacons from where the water it is drawn. MATEUS ANNOUNCES SUMMER CRM CAMPAIGN Neck Collar Promotion on 1 Million Bottles Offers Trip to Portugal. Mateus Rosé, distributed in the UK by leading independent drinks company First Drinks, is launching a new Customer Relationship Marketing (CRM) programme, which will include a neck collar promotion across one million bottles of Mateus Rosé Original. The promotional bottles will be rolled out to stores nationwide from the end of June, offering the chance to win a holiday to Portugal. Alvin Saal, Brand Manager for Mateus, says: “We are making a significant investment in supporting Mateus Rosé this summer to engage with Mateus drinkers, increase our direct communication with them and offer rewards for their loyalty.” As part of the CRM campaign, Mateus drinkers will be invited to enter a competition to be in with a chance of winning a luxury mini break for two people to the Algarve, which will include return flights from London, two nights in a four star hotel and £500 spending money. Ten runners up will each win a complete Mateus Rosé picnic basket. Customers can enter by completing a short questionnaire on the back of the neck collar or online at a dedicated campaign website - www.mateusrose.net. The CRM activity will be supported by the Mateus website, which will feature information on the Mateus Rosé range and additional content including tips on the perfect picnic areas, summer cocktails and an outdoor events guide for the summer. Saal adds: “Rosé continues to be hugely popular with British wine drinkers and Mateus has experienced strong growth (12% value and 7% volume). This promotion will increase shelf standout for Mateus and we’re confident it will really appeal to consumers, helping us capitalise on what is traditionally a very strong sales period for rosé wine.” For more information, please go to www.mateusrose.net This month, Isklar Norwegian Glacial Natural Mineral Water bursts onto our TV screens with a dynamic new advertising campaign for both its still and newly launched sparkling range. The new ads entitled “pure glacier” capture both the purity of Isklar’s Norwegian provenance as well as its glacial roots through the notion of coldness. Each execution uses ice and its effects as the central, dramatic element. The campaign will feature in a heavyweight TV plan in both the UK and Ireland and will be supported by digital media, 4OD which is an online catch up service and digital escalator panels across the summer. The TV ads have been crafted in LA by well-seasoned Hollywood Director, Kyle Cooper and his renowned production house, Prologue. Kyle has worked on more than 150 film title sequences including Blades of Glory, The Incredible Hulk, Sherlock Holmes and Spiderman and is a master at bringing to life the essence of a film, and in this case, the glacial icon of Isklar Natural Mineral Water, from Norway. Marketing Director of Isklar, Aoife Burnell- Smith comments, “This new creative campaign really captures the essence of Isklar and the tongue-in-cheek humour which subtly underlines the ads gives us a unique point of difference within a crowded and traditionally conservative category.” For further information on Isklar please see www.isklar.no OLD SPECKLED HEN ON THE HUNT FOR “SOMETHING DIFFERENT” Footballing nuns and a bobsleighing fox featured in an exciting new advertising campaign for “Old Speckled Hen” on TV channel Dave since 10th May. This industry-leading investment in “Old Speckled Hen” supports retailers in attracting new drinkers to the dynamic premium ale category. The “Old Speckled Hen” iconic fox takes centre stage with the advertising tagline, ‘Seek out something different’. In his quest for satisfaction, the fox meets a number of extraordinary scenes including a woman eating locusts, giant rabbits and an alpine horn, but none as rewarding as his “Old Speckled Hen”. The advertisements feature the distinctive vocal talents of Griff Rhys Jones and comedy actor Mark Heap as the voice of the quizzical fox. Neil Jardine, Greene King’s take home and export director, said: “There is a good reason why we’re going for a second year with sponsoring Dave. It is the UK’s fastest growing channel and it has one of the highest proportions of beer drinkers of any non-sports TV channel. ISKLAR BURSTS ONTO OUR SCREENS BUDWEISER ‘DESIGNATE A DRIVER’ CAMPAIGN Budweiser Drives Home Responsible Drinking Message With New ‘Designate a Driver’ Campaign AB InBev UK is demonstrating its commitment to promoting responsible drinking with the UK launch of a fun and engaging TV ad from Budweiser to coincide with and support the brand’s sponsorship of the 2010 FIFA World Cup South Africa. The 30 second ad urging consumers to ‘Designate a Driver’ will run from June 15th until July 11th. The campaign will also include consumer and stakeholder outreach to highlight this important responsible drinking message. James Watson, Marketing Director, Budweiser Western Europe said: “AB InBev is committed to delivering on our dream of being the Best Beer Company in a Better World, and our efforts to promote responsible drinking are an important part of achieving our dream.” “As a brand that consumers know and love, Budweiser is well placed to communicate about responsible drinking in a fun, engaging and relevant way. Our new ‘Designate a Driver’ campaign is running alongside our sponsorship of the 2010 FIFA World Cup South Africa, and is intended to bring our responsible drinking message to life during this time of excitement and celebration. Backed by significant resources, we’ll take our message to millions of consumers over the coming weeks.” According to research conducted last month in the UK, 51% of respondents are aware of the concept of a designated driver. “We were pleased to learn that more than half of UK respondents were familiar with the concept of a designated driver, but it’s clear that there is an opportunity to educate consumers about the concept of a designated driver, and to encourage consumers to plan ahead in order to get home safe” Watson explained. Research also shows that 84% of respondents think that promoting the use of designated drivers is a good way to reduce drink driving. According to Watson, “the research reinforces the fact that there is a willingness among consumers to learn more - and a great opportunity to educate. As a leading brand, we have the opportunity - but also the responsibility - to engage consumers on responsible drinking. Our new ‘Designate a Driver’ campaign delivers a serious and important message in an engaging and relevant way.” Budweiser’s ‘Designate a Driver’ ad will feature on ITV, Channel 4, Five, Sky, IDS and will be available on video-on-demand channels throughout the 2010 FIFA World Cup South Africa tournament. For more information, please visit: www.ab-inbev.com www.WholesaleManager.co.uk Summer 2010
DRINKS NEWS WholesaleManager 9 AQUA PURA SET FOR MAJOR RELAUNCH Princes soft drinks is stepping up investment in Aqua Pura natural mineral water with a major relaunch focusing on the brand’s water source in the heart of the Cumbrian fells. The move will help meet growing consumer demand for British bottled waters - sales of which are showing double digit growth* - and follows research showing that shoppers feel uncomfortable about the food miles associated with some rival brands. The relaunched Aqua Pura range includes a new logo and brand livery as well as a refreshed pack design featuring striking photography of its heartland in the Cumbrian countryside. A new strapline - 100% Pure Cumbrian - is also being introduced after research showed that Aqua Pura’s provenance provides a real resonance with shoppers who associate this outstanding area of natural beauty with purity and natural products. Timed to coincide with the key summer sales period, the relaunch will be supported by consumer press advertising, PR and promotions, along with a new-look website and online communications programme. It is hoped that the move will stimulate further brand loyalty for Aqua Pura, which is drawn from one of Europe’s largest sustainable groundwater aquifers in the unspoilt Eden Valley - a location protected by the EU as a Special Area of Conservation. Graham Breed, marketing director for Aqua Pura, said: “For many shoppers the idea that British is best seems to be here to stay, with sales growth amongst British brands outstripping rival European waters.* “At Aqua-Pura, we’re proud of our Cumbrian roots and the purity of our water source. By emphasising our British credentials on-pack, we can build on Aqua Pura’s position as one of the UK’s leading bottled water brands and give consumers a clear reason to buy.” *Source: Nielsen Scantrack, 52 w/e 20/03/2010 For more information visit www.aqua-pura.com HALEWOOD INTERNATIONAL LAUNCHES A NEW FRUIT CIDER BRAND Halewood International, the UK’s leading independent drinks manufacturer and distributor has further strengthened its cider and over ice offering with the launch of Brambles, a fruit cider targeted at 25-45 year old women. Brambles, which launched to the trade last month, aims to capitalise on interest from the Off-Trade, which is seeing growth of +11% and to offer innovation to the On-Trade which is dominated by a handful of brands which are predominately targeted at men in terms of marketing and serving suggestion. The launch will be supported by an extensive On and Off Trade sampling campaign as well as point of sale and online activity. The new product has an ABV of 5.5% and is packaged in a 75cl glass bottle. Brambles will be targeting 24 - 45 C1C2 females, who are currently wine and RTD drinkers, in particular rosé drinkers. The new product will be available in two variants – rosé and white and both are pear cider based and will retail at around £2.99 a bottle in the Off Trade and from around £4.49 in the On Trade. Brambles can be served in a straight glass or a wine glass, with or without ice. Brambles will look to attract consumers from RTDs and current cider brands and offers women something new, innovative and feminine from the cider category. With 33% of UK cider sales now coming from fruit based ciders, Brambles aims to capitalise on this trend, broadening the cider category and further strengthening the category’s appeal to women. Richard Clark, Head of Innovation at Halewood International comments: “The Cider category is in need of innovation and particularly in the On- Trade where there is less choice especially for women. The launch of Brambles is the latest in a series of innovations from Halewood International which over the past twelve months has launched Crabbie’s Alcoholic Ginger Beer, Lambrini Rose, Lamb’s Spiced Rum and a range of soft drinks. “With only 62% of Cider drinkers choosing to order Cider in a pub or bar, we saw an opportunity to engage more cider drinkers as well as attract a new younger female audience. The current young adult generation is now moving away from RTDs and looking for something new, fruity and refreshing to move on to, Brambles provides the perfect alternative,” Richard Clark adds. Halewood International www.halewood-int.com BACARDI BACARDI LIMITED NAMES NEW CHIEF MARKETING OFFICER Bacardi Limited, the largest privately held spirits company in the world, and its wholly-owned affiliate, Bacardi International Limited, has announced Silvia Lagnado has been named Chief Marketing Officer (CMO) of Bacardi Limited and President of Bacardi Global Brands, responsible for global marketing initiatives for the Company’s internationally known portfolio of premium spirits. Ms. Lagnado joins Bacardi from Unilever, where she masterminded the “Campaign for Real Beauty” for Dove. DEL MONTE THE MAN FROM DEL MONTE SAYS ‘YES’ TO BEST EVER JUICES Del Monte is launching its new, best ever tasting range of fruit juices which is set to revitalise the juice category through a brand that consumers know and love. The refreshed ambient range, which includes Orange, Apple, Tomato, Grapefruit and the brand’s signature Del Monte Gold® Pineapple, is designed to meet the needs of modern consumers and the continued focus on healthy drinking and eating for the whole family. REPORT BOTTLED WATER MARKET FINALLY TAPPED A new YouGov SixthSense report into the drinks sector reveals 60% of UK adults view bottled water as a waste of money, with almost three quarters (71%) agreeing tap water is as clean as bottled water. The results echo the findings of a survey carried out by charity WaterAid in 2009, which found that around two thirds of consumers are now opting for tap water when they visit restaurants. Along with the recession, perceived negative ecological effects and health risks associated with mineral water are cited as having an influence on consumers. CRABBIE’S AND CARIBBEAN TWIST SPONSORS THE 14TH GASTRO ALFRESCO CAMPAIGN Halewood International has announced Crabbie’s Alcoholic Ginger Beer and Caribbean Twist have signed up to become official sponsors of the 14th Gastro Alfresco and National BBQ Week campaign. Halewood International, the UK’s leading independent drinks manufacturer and distributor has announced Crabbie’s Alcoholic Ginger Beer has signed up to become the official beer sponsor and its prepared cocktail brand, Caribbean Twist has signed up to become the official cocktail sponsor of the 14th Gastro Alfresco and National BBQ Week campaign. Following heavy investment into the brand through high profile consumer TV sponsorship deals such as The British Comedy Awards and The National Television Awards, Crabbie’s will continue to target mass consumers over the summer season through a sampling campaign associated with the Gastro Alfresco and National BBQ Week Campaign. Investing heavily into the brand this summer, Caribbean Twist will support the Gastro Alfresco campaign’s trade relations activity with a burst of Off-Trade advertising designed to encourage further distribution and listings in Off-Trade outlets over the summer. As part of the sponsorship, Crabbie’s and Caribbean Twist will benefit from sampling to 150,000 consumers during the 15 week National Roadshow between May and September. Through the affiliation, the brands will directly reach 1.25million consumers through targeted leaflet distribution as well as benefiting from major media support which will reach around 20million consumers. Al Cross, Brand Manager for Crabbie’s comments: “The Gastro Alfresco and National BBQ Week campaign will further strengthen the Crabbie’s profile with consumers as a refreshing alternative to other over ice products and the perfect BBQ accompaniment. “We’re delighted to be involved again with the BBQ tour - it adds value to our brand and our retail customers. It also gives us a chance to speak directly to our consumers. The BBQ tour plugs directly into a much larger summer campaign featuring some really fantastic trade and consumer media.” Hannah Blackburn, Brand Manager for Caribbean Twist comments: “The focus for Caribbean Twist is to grow distribution and awareness of the brand. The affiliation with the Gastro Alfresco campaign and National BBQ Week allows us to reach both the consumer and the Off-Trade successfully and capitalises on the prime summer BBQ season.” “The recent repositioning and redesign of Caribbean Twist has driven the brand to become the number one pre-mixed cocktail on the market, offering women in particular something different to RTDs and also providing a lighter alternative to wine. Crabbie’s Alcoholic Ginger Beer retails at £1.99 in the off trade. Caribbean Twist retails at £1.99 in the off trade. Crabbie’s Alcoholic Ginger Beer www.crabbiesgingerbeer.co.uk Summer 2010 www.WholesaleManager.co.uk
Page 1 and 2: WholesaleManager THE PUBLICATION FO
Page 3 and 4: NEWS WholesaleManager 3 Taking a fr
Page 5 and 6: NEWS WholesaleManager 5 THE BUSINES
Page 10 and 11: 10 WholesaleManager CHRISTMAS PRODU
Page 12 and 13: 12 WholesaleManager GROCERY - FOOD
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Page 18 and 19: 18 WholesaleManager THE WAREHOUSE T
Page 20 and 21: 20 WholesaleManager MARLBORO MARLBO
Page 22 and 23: 22 WholesaleManager MINTEL REPORTS

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