In brief
Published:  21 March, 2008

Diageo has finalised the details of its 1.4 million marketing campaign to celebrate next year's 400th anniversary of the granting of Bushmills' original licence to distil. The push will include anniversary packaging for Bushmills Original, Black Bush and Bushmills Single Malt 10 Year Old, and in-store POS featuring anniversary branding. The Bushmills Storyteller programme will also see Irish actors attending a range of men's lifestyle events, summer festivals and bars to modernise the Irish tradition of storytelling whil e offering them a sample of Bushmills.

Dooley's Original Toffee & Vodka is promoting its sponsorship of Sky Channel's Zone Romantica with an on-pack offer through Morrisons. From the end of March all 70cl bottles will have neck collars offering consumers the chance to win a five-star trip to Boston, where Ally McBeal, the lead show on Zone Romantica, is filmed. Fifty runners up will get an Ally McBeal box-set.

Black Bottle Blended Scotch Whisky has been named

the official whisky for Ceilidh Culture, Edinburgh's traditional arts festival. Showgoers will be able to enjoy a dram of Black Bo ttle at various concerts throughout the festival, which runs from

tomorrow until April 13.

Beefeater Gin ads are to feature on 15 London cabs as part of ongoing plans to revitalise the brand. The ads from the Forever London push, highlighting Beefeater's London roots, will appear on the cabs until November. Tip-up seats inside the branded cabs will also display information on Beefeater's production process and drivers will hand out cocktail recipes printed on Beefeater-branded receipts to passengers.

Appleton Estate is running a six-month ad campaign in men's magazine Esquire. Kicking off in the April issue, a six-page spread will promote flagship rum brand Appleton Estate VX and features drinks created by bartender and Appleton Estate brand ambassador Ben Reed. Marketing manager Mariam Ridley said: "The magazine's readership matches the brand's consumer profile and its focus on quality and luxury brands fits well with the

rum portfolio."

Beverage Brands is promoting WKD over Easter with TV ads screening on C4, C5 and satellite channels, and poster ads running nationally during the Easter fortnight. The posters will continue WKD's ongoing Have You Got a WKD Side? Campaign with tongue-in-cheek slogans such as: "Get a new car for the missus - it'll be a great swap."

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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
total a

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Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know