In brief

11 June, 2010

l Independent Warwickshire brewery Purity has called on Twitter users to help it win new contracts. It wants its 1,000 followers to recommend off-trade locations where they think Purity’s ales should be sold. Purity will offer a case of ale to any Twitter follower whose recommendation leads to a new contract being signed.

Mark Gerken, former managing director of S&N (off-trade) UK, is to join the Wells & Young’s board as a non-executive director this month. Gerken is chairman of Waverley TBS.

Deuchars IPA has signed a new three-year sponsorship deal with the Edinburgh Festival Fringe Society. The brand will sponsor venue boards and festival maps. Its Caledonian Brewery will feature as a venue for the first time and will host its own programme of events during the festival.

Halewood International is launching an over-ice fruit cider targeted at 25 to 45-year-old women. Brambles will be supported by sampling, online activity and POS. There are two versions of the pear cider-based drink, a white and a rosé, rrp £2.99. The ciders have an abv of 5.5% and are packaged in a 75cl glass bottle.

Molson Coors has started to produce Cobra beer at its Burton brewery. The move coincides with the first anniversary of the Cobra Beer Partnership, the joint venture company chaired by Cobra’s founder Lord Karan Bilimoria and managed by Molson Coors UK.

ICB’s newest brand St Helier Real Shandy will feature in a three-week campaign on Talksport, with ads written to be relevant to each day’s World Cup matches. They will appear at peak listening times until June 27. The deal is part of a six-figure investment by ICB with the radio channel.

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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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Is blended Scotch overshadowed by single malt in retailers?

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