Glayva's offer gets the juices flowing

27 June, 2008

Whyte & Mackay is running an on-pack promotion for its Glayva liqueur, which is a blend of fruit, spices and malt whisky.

Bottle-neck tags will feature the recipe for a selection of summer drinks, including the Glayva Cooler - a mix of Glayva, ginger ale, lime and crushed ice. The campaign has been designed to encourage consumers to experiment with long drink serves at home, according to marketing director Nick Gaskin.

"Consumers are sometimes wary with cocktail serves at home so with the Glayva Cooler campaign we have achieved a balance of giving a broad choice of refreshing long serves that are simple enough to make at home but that are still delicious in taste," he said.

The promotion will give consumers the chance to win a branded ice crusher.

Whyte & Mackay has appointed Anheuser-Busch's John Bradbury as off-trade sales director, replacing Simon Oldham, who has been made UK managing director. Bradbury described Whyte & Mackay as a "dynamic, forward-thinking company" which has a "portfolio of great brands to work with". He will start his role next week.




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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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