Posted by Mark J. Miller on December 6, 2013 06:39 PM
Scotchy, Scotch, Scotch.. I Love Scotch
When comedian Will Ferrell dressed up as his Anchorman alter ego Ron Burgundy and shot a bunch of ridiculous commercials for the Dodge Durango, GM couldn’t have possibly predicted what it would do for the brand. In the month the ads launched, sales of Durango went up 59 percent compared with a year ago and its web traffic also took an 80 percent spike upward.
Plenty of other brands are hoping for the same kind of upward tick as they align with Ferrell before Anchorman 2 is released Dec. 18. One of them comes from liquor marketer Riviera Imports and is called "Great Odin's Raven Special Reserve,” named after one of Burgundy’s catch phrases. The word from Ad Age is that Riviera will ship out orders with stand-up displays of Burgundy to put up in stores. Prepare for a run on scotch, America.
If that weren’t enough, Anchorman 2-related products will also be coming from Ben & Jerry’s (Scotchy Scotch Scotch) and Jockey underwear. MillerCoors has also inked a deal to have its old-school Miller Lite cans appear in the film.Continue reading...
Posted by Mark J. Miller on November 22, 2013 07:15 PM
Bacardi Celebrates Struggles in New Global Campaign
You can’t blame the people at Bacardi if they’ve got a persecution complex. The brand’s new campaign, “Untameable,” highlights all the troubles it has faced since its 1862 debut in Cuba. As the New York Times notes, the brand has survived “a fire in 1880, Prohibition beginning in 1920 in the United States, an earthquake in 1932 that destroyed facilities and the revolutionary government led by Fidel Castro that seized Bacardi’s Cuban assets in 1960,” among other things.
The commercial will be translated into more than 30 languages and broadcast all over the world over the next six months.
“The rum category has focused very much on the social aspect of a bunch of consumers enjoying the drink in a typical occasion,” said Andy J. Gibson, global chief marketing officer of Bacardi Global Brands, according to the Times. This campaign is decidedly different.Continue reading...
Posted by Mark J. Miller on November 15, 2013 08:07 PM
Patagonia Toasts Itself with Organic Brew
Outdoor clothing company Patagonia is turning 40 and in perfect mid-life crisis fashion, it's adopting some new hobbies. The eco-friendly outfitter is actually brewing its own brand of beer.
Created in partnership with New Belgium Brewing, the limited-edition organic beer will be known as California Route Lager and only sold in 12-ounce cans, according to the Huffington Post. But the lager won’t be around for long. “This is just a promotional, one-time special collaboration," Patagonia spokesperson Jess Clayton told Bloomberg Businessweek. "Patagonia is not getting into the beer-business in a permanent way.”
The name comes “from the California route on Patagonia's Mount Fitz Roy, first climbed in 1968 by Patagonia founder Yvon Chouinard and friends,” according to the company’s press release.
We'll drink to that!Continue reading...
Posted by Mark J. Miller on November 1, 2013 07:05 PM
Beam Goes Sweet for Maple
Beam scored a hit earlier this year with its honey-flavored bourbon, so the company is turning out a few more—Jim Beam Maple and Knob Creek Smoked Maple—to help boost its hurting bottom line.
Rob Nelson, the brand manager of small-batch bourbon at Beam, told BeverageDaily.com that the growing popularity of such spirits can be partially attributed to the popularity of Prohibition-era TV shows such as HBO's Boardwalk Empire. The sweeter taste also seems to be attracting the sweeter sex.
“We think females are now participating in flavored bourbon at twice the rate they are in the unflavored bourbon,” Beam Chief Executive Matthew Shattock said in a conference call, according to Bloomberg Businessweek. As the magazine points out, though, that success may be at the expense of its Skinnygirl wine, which is “down by almost one-third this year.”Continue reading...
Posted by Mark J. Miller on October 25, 2013 07:17 PM
Jack Daniel’s Launches Bottle Battle with Little Whiskey Brand
When liquor buyers go looking for a bottle of Jack Daniel’s, they know what they’re looking for: a squared-off chunk of glass with the black label and the trusty No. 7. The famed distiller, though, is a bit concerned that shoppers are going to be confused by a new whiskey on the shelf: Popcorn Sutton's Tennessee White Whiskey.
Sutton’s originally marketed its whiskey in Mason jars in honor of the moonshiner who created it, but the brand switched its packaging recently to a bottle that is “square shaped with angled shoulders and beveled corners, with white-on-black labeling color schemes,” the Associated Press reports. The lawyers at Jack Daniel’s have taken notice and filed suit, claiming they've cornered the market on square whiskey.Continue reading...
Posted by Mark J. Miller on October 22, 2013 02:50 PM
US beer sales have dropped in the last 10 years from being 72 percent of the alcohol consumed to only 42 percent, so to stem the tide, SABMiller, the world’s No. 2 brewer, is looking to tap a couple of demographics that aren’t generally known for sampling the work of big brewers: women and Millennials.
The brewer hopes to attract new drinkers with “more inclusive advertising, a broader range of beer styles and improving conditions at bars,” according to Reuters. "If you look at all of our marketing it's been the laddish humor, the sports occasions, the male bonding and friendship," Sue Clark, the head of SABMiller’s European business, told the wire service. "I think we could've been accused in the past to a certain extent—at best of not really appealing to women, and at worst of alienating them."
Don’t worry, though, beer fans and feminists, SABMiller commercials aren’t about to get all pink and frilly. "We've got to try to keep the humor and the sociability,” Clark told Reuters, “but you can do that in a way that is appealing to both sexes."Continue reading...
Posted by Mark J. Miller on October 18, 2013 06:37 PM
Heineken Teams Up with Marc Newson
Home brewers are no longer a tiny niche market of experimental adventurers. The group keeps growing, particularly as the craft-beer movement continues to put its dent into the bottom lines of major beer purveyors.
And Heineken is getting in on the action. It has teamed up with design god Marc Newson and Krups to create what a company release calls “a sleek, stylish draught beer lifestyle appliance” called The Sub. The machine comes with a 2-liter keg that allows consumers to craft “perfect quality, super chilled beers” such as Heineken, Affligem, Desperados, and Birra Moretti Baffo d'Oro in their own homes. Seasonal beers will also be available.
The Sub will first be found in France and Italy in 2014 and be rolled out to other markets throughout the year. Newson-designed extras such as a full serving case, glassware, mats, and a skimmer are optional accessories. Heineken is calling it “the future of beer,” but consumers might just call it “convenient.”Continue reading...
Posted by Mark J. Miller on October 4, 2013 06:45 PM
Dogfish Head Gets Spaced Out
Delaware brewery Dogfish Head is always up for experiments. Its latest is a small-batch Oktoberfest ale, Celest-jewel-ale, that features an ingredient probably never used before in the brewing process: moon dust.
According to Fox News, Dogfish made a deal with ILC Dover, which produces spacesuits for NASA, in order to have access to “lunar meteorites” that it ground up and put into the brew like a big teabag.
Much more experimental than that, though, is the brewery’s plan to open a 16-room, beer-themed hotel. It’ll open next year about 11 miles from the brewery, Eater.com reports. Each room will have its own micro-fridges and beer glasses as well as a bottle opener on the wall.
In the spirit of inventiveness, Dogfish has also created a little gadget known as the Randall Jr. that allows consumers to infuse their own beers with interesting ingredients and flavorings. At Dogfish, the brewers want everyone to catch the creativity bug.Continue reading...