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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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 ľ which makes it especially galling that we spend so much time divided over it.

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