In Brief

16 April, 2010

Scotch gets responsibleAll Scotch whisky ads and POS in the EU are to carry a responsible drinking message. The move is contained in a revised code of practice on marketing and promotions produced by the Scotch Whisky Association. SWA chief executive Gavin Hewitt said the code was “a good example of how self-regulation can be an effective mechanism as we work to change cultural attitudes to the misuse of alcohol.”??Carlsberg’s Christmas crackerCarlsberg UK has unveiled a festive version of its latest If Carlsberg Did campaign, showing what would happen if Carlsberg decided to create a Christmas cracker. The TV ad shows how instead of the usual plastic toys and paper hats, a Carlsberg-made Christmas cracker would contain a £200,000 Lamborghini Murciélago. It will run on all major channels up to Christmas Eve.

LCB to house Adel’s drinkLondon City Bond has won a three-year contract to provide warehousing and distribution to drinks supplier Adel UK. LCB’s warehouse in Barking, Essex, will hou?se 65,000 cases of Adel’s beers, wines and spirits for delivery to retail and wholesale customers including Makro.

Hardys’ festive campaignsHardys has given a Christmas theme to its sponsorship idents for the Channel 4 programme Come Dine With Me. The sponsorship is backed by a gondola-end promotion in Sainsbury’s signposted by Come Dine With Me posters in store car parks and ads in Sainsbury’s magazine. There is also a free cookbook promotion with purchases of two bottles in Tesco and a text-to-win competition running in partnership with Waitrose.

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The arrival of October means that we’re now officially in Nielsen’s Christmas trading period. Manufacturers and retailers alike have until December 30 to optimise their sales plans and activate them in-store in order to win at Christmas.

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