In Brief

30 April, 2010

Global acquires InspiritGlobal Brands has acquired premium drinks agency Inspirit Brands. The deal strengthens Global’s spirits portfolio with the addition of Four Roses Bourbon, El Dorado Rum, Ocho Tequila, No 3 London Dry Gin, St Germain liqueur and Opal Nera sambuca. Managing director Derek Mackey said: “We want to become the UK’s leading drinks brand development business, which we will achieve through innovation and acquisition in all drinks categories.”??Win prizes with Laurent-PerrierChampagne Laurent-Perrier is holding an off-trade competition on its Brut NV. Entrants will get the chance to win a night’s stay and cookery class at Le Manoir in Oxfordshire and VIP tickets to Taste of London. It will also include a place on a Laurent-Perrier Masterclass for one winner and their guest.

Disaronno’s summer ad pushDisaronno’s new £3 million marketing campaign will include its first-ever TV ads not at Christmas. Called Open the Possibilities, the push will start next month with a 20-second TV ad, which will be aired across terrestrial and digital channels. It will focus on Disaronno’s flexibility for all occasions. A second wave of TV ads will air later in the summer, promoting key serves Disaronno Sour, Disaronno Cranberry, Disaronno OJ and Disaronno Ginger.

Portman Group in demandThe Portman Group has reported a 40% rise in the annual number of alcohol marketing ideas it has vetted. The group’s Code Advisory Service cast its expert eye over 356 proposals last year, compared to 250 in 2008. Chief executive David Poley said: “This surge in demand for our help is a positive sign, illustrating the growing importance of social responsibility.”

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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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