Beer in brief

30 November, 2007

Halewood International is spending more money on its Do The Lambrini promotion after the initial campaign

boosted sales

and won the perry more listings. Halewood also said "the Lambrini" is sweeping

UK dancefloors . There will be more TV ads for the brand in the run-up to Christmas, and Halewood is offering more prizes to encourage drinkers to upload video clips of them "doing the Lambrini" to website dothelambrini.co.uk.

More cider orchards are being planted as the

market keeps growing. S&N's Bulmers has announced a scheme to plant 1,200 acres of trees over the next three years, and Westons has pledged to plant the same area .

Figures from Nielsen to October 2007 show

the cider market has grown 27 per cent by value over the past year.

Theakstons has launched Grouse Beater, a fruity brown ale brewed with blueberries, to the off-trade in 50cl bottles. The 4.2 per cent abv beer will be exclusive to Waitrose until March, when it will be rolled out across the trade.

Thai beer Singha has signed a six-figure deal with London radio station Xfm to sponsor its drivetime show, which is hosted by Ian Camfield. It willalso create, as part of the partnership, four podcasts on major music genres from the past 30 years

forSingha's celebration of 30 years in the UK.

Magners has extended its sponsorship of the rugby Magners League until May 2009.

Wychwood has launched a multipack of four of its beers - Wychcraft, Fiddlers Elbow, Hobgoblin and Circle Master. The Brewers of Character pack will retail at 6.49.

Red Stripe has launched a hunt for the UK's best live music act, in which the winner will play slots at two major music festivals. Last year's winners, The Runners, have played sessions on Radio 1 and released their first single.

Tuborg

is the official beer of a 24-date UK tour by band From The Jam.




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COMMENT

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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