In Brief

19 February, 2010

Smirnoff and cola in cansDiageo is adding Smirnoff-and-cola to its canned pre-mixed range of spirits. The brand will be supported by TV ads from April as part of a £5 million marketing push to raise awareness of the pre-mix category. This brings the total number of pre-mixes in the Diageo 25cl can range to eight. All are being moved to an alcohol level of 6.4% abv from the current “double measure” displayed on the pack.

Oz export sales boostSales of higher-margin products in the UK helped wine producer Australian Vintage return to profitability in the half-year to December 30. The company reported net profit of AU$1.8 million. Chief executive Dane Hudson said: “Bottled export sales were significantly higher than last year”. He said the focus had been on “marketing high-quality wines at the right price point rather than chasing sales.”??Fairtrade spirits range grows Selfridges and Harvey Nichols are to list the Fairtrade vodka brand Fair from this month. Harvey Nichols will also be listing a new product, Fair Goji, a liqueur made from the goji berry, grown in the Himalayas. Both products are supplied by London-based Fair Trade Spirits.

Jägermeister hijacked Cellar Trends has asked retailers to be on the lookout for stocks of stolen Jägermeister, following a theft from a lorry on the A1 in Lincolnshire. Thieves made off with 50 pallets of 50cl bottles. They are easily identifiable as the pack size is not in general distribution in the UK market. Retailers being offered such stock are asked to contact Christian Davis at Cellar Trends on 01283 217703 or Lincolnshire Police on 01476 402222.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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