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Booze News: Do Holiday 'Drink Responsibly' Campaigns Work?

Posted by Mark J. Miller on December 12, 2014 05:29 PM

Beer, liquor and wine brands have much to celebrate over the holidays, as an ocean of alcoholic beverages are consumed during the season's festivities. Along with the vast consumption, though, comes a river of marketing messages to “drink responsibly,” as brewing giants showcase their dedication to social responsibility.

One example is Scotch whisky brand Johnnie Walker, which will hand out a quarter million kilometers of safe transportation across around 60 of the world’s major cities. (This, of course, doesn’t require drinking responsibly as much as maintaining the capability to dial a phone.)

Another is Pernod Ricard, which has added features to its Wise Drinking mobile app. One of them is a 17-question quiz to test just how much consumers know about drinking responsibly; another allows users to connect directly with local taxis. Pernod has also partnered with UK roadside assistance company AA for an anti-drinking campaign that suggests that consumers not get behind the wheel even the morning after consuming a few too many.Continue reading...

product placement

Sir MYX a Lot: Nicki Minaj Just Changed Music Video Product Placement

Posted by Abe Sauer on August 20, 2014 12:33 PM

Nicki Minaj just took product placement to a very obvious, yet artistic level.  

The artist's new music video for "Anaconda" drops the beat and an impossible-to-miss product placement for fruit-infused single serve Moscato brand MYX Fusions. Sure, the video—already crossing the 2 million-views threshold after just 24 hours—does the typical shot of the bottle thing. But, like the rest of the video itself, it then goes over the top.

It's no surprise, considering Minaj is part owner of MYX and just the latest musician to shoehorn a signature beverage into a song and video.Continue reading...

cocktail hour

Booze News: Our/Vodka Lands in US, SoCo Does Shark Week and more

Posted by Mark J. Miller on August 15, 2014 05:38 PM

Pernod’s Our/Vodka Launches in the US

Everybody is going local—even multinational companies. France’s Pernod Ricard has launched Our/Vodka on American soil after launching the brand in Berlin.

The company is funding local vodka distilleries that use local ingredients and then reaping 80 percent of the profits, according to Mlive.com. The first US distillery is Our/Detroit, which launched on Thursday. Distilleries are also planned for New York and Los Angeles next year and Seattle in October.

"What we hope will be the key to success will be working with local entrepreneurs," said Asa Caap, Our/Vodka’s Stockholm-based CEO and a former member of the Absolut team, Mlive reports. "It's a global and local thing."

As Bloomberg Businessweek notes, the launch of Our/Vodka should help offset the “softening” of Absolut sales. Pernod Ricard pulled in $8.3 billion in revenue in the first nine months of its 2014 fiscal year and will announce its full-year earnings on Aug. 28. Its shares have dropped 2.9 percent in the last year.Continue reading...

cocktail hour

Booze News: Guinness Goes Blonde and Buffalo Wild Wings' Breakfast Beer

Posted by Mark J. Miller on August 8, 2014 06:03 PM

Guinness Goes Blonde

Guinness may be known as a stout to most beer drinkers, but American imbibers will have to reconsider when the company releases a new brew on US soil: Guinness Blonde American Lager.

According to AdAge, the beer is part of a new “Discovery Series” that Guinness-owner Diageo is testing to try and create new revenue. After all, North American sales of Guinness stout dropped 6 percent in the 12 months ended June 30, and drinkers in the States tend to prefer lighter lagers

The new beer is being introduced via a BBDO-designed campaign that debuted in Playboy with an ad that read, "The most talked about American blonde in years … will come from a most unexpected source."

Guinness hopes the new beers will help it do battle with the hefty craft-brew movement in the US and elsewhere. This isn’t the company’s first attempt at a lager, though. Three years ago, Diageo introduced Guinness Black Lager, which didn’t do as well as the company expected but is still on the market. Diageo plans to release two beers a year as part of the new series.Continue reading...

social media watch

Heineken Launches Social Compass to Brand the Going Out Experience

Posted by Sheila Shayon on July 14, 2014 05:05 PM

Heineken’s latest social extension is a Twitter tool that will “unlock the secrets of their city” wherever a consumer is, offering restaurant, café and bar suggestions based on location. 

Part of the brewer’s Cities of The World campaign, the platform is an algorithmic mash-up of tweets, check-ins and photos across Twitter, Instagram and Foursquare that analyzes what locations are trending. Not only does a tweet to @wherenext generate a variety of choices, it links to a mobile-ready website with reviews and images.

“Yes, it’s a branded utility, but one of the key things we decided was that we didn’t want to do this on a Heineken handle,” Paul Smailes, Heineken's global head of digital, told The Drum. “We felt doing it on @wherenext provided more credibility for people to use it. What we found out from research was that there were varying degrees of credibility of trust for a brand to do it, people felt like, ‘Is this just going to be a Heineken bar finder service?’ We absolutely did not want to provide that kind of service or the perception that that was what we were doing.”Continue reading...

cocktail hour

Booze News: Absolut Crowdsources in India, the Seamless of Beer and more

Posted by Mark J. Miller on July 11, 2014 05:38 PM

Read All About It: Advertised Alcohol Brands are Favorites Among Underage Drinkers

When it comes to consuming alcohol, underage drinkers don’t have a lot of imagination. According to a new report in the Journal of Studies on Alcohol and Drugs, young consumers tend to drink the alcohol that is seen most in advertisements.

The 25 brands most popular with those under 21, such as Bud Light, Smirnoff and Jack Daniel’s, also happen to be more likely to advertise in magazines that are read by that age group.

“We've got at least 14 long-term studies that have looked at young people's exposure to alcohol advertising and found that the more exposed they are the more likely that they are to start drinking or if already drinking, to drink more,” David Jernigan, the study's senior author, told Reuters Health.

The link exists despite advertising regulations that barr alcohol brands from advertising in print media whose underage readership accounts for more than 30 percent of readers.Continue reading...

trademark wars

Booze Brands Duke it Out Over Trademark Claims

Posted by Mark J. Miller on July 9, 2014 04:02 PM

John Wayne hasn’t been dead for quite as long as Nathanael Greene, a Revolutionary War general, but both of their names have come up in trademark suits dealing with a few big-name brands.

Greene has the honor of inspiring a North Carolina craft brewer to name its company (and one of its brews) Natty Greene’s, but AB InBev is fighting the trademark request due to its Natural Light brand, which holds the trademark for Natty Light and other such phrases, according to the St. Louis Post-Dispatch.

“Since at least 1998, and well prior to the filing date of the application, (AB) has established a family of Natty-formative marks used in connection with beer,” AB states in its opposition filing, according to the paper. Natty Greene’s, which has been around for a decade and recently requested a trademark because it has seen large growth recently after it began shipping its beer out of state, begs to differ.Continue reading...

World Cup Daily

With Alcohol Bans Lifted, the World Cup is Gearing Up to be One Big Boozy Party

Posted by Mark J. Miller on June 12, 2014 06:37 PM

With the first match won, there's no doubt Brazilian fans are celebrating in the Sao Paolo arena with an ice cold Budweiser—or three. The beer giant, one of the World Cups major official sponsors, is more than ready to reap the benefits of its massive cross-media marketing efforts.

“It’s incredible the impact digital is having,” on Budweiser’s World Cup activity, marketing manager Jennifer Anton told The Drum, though she noted that television is still important. “TV really drives affinity and will continue to be important,” she told the site. “We’re seeing the cross-over with video on demand and people watching our ads on YouTube. As consumers change their media habits, we’re changing along with them.”

To capture the video-loving audience, Bud has worked with VICE Media to create football-centric videos for its website and YouTube channel, creating documentary-style programming in keeping with the VICE News ethos.Continue reading...

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