Three Barrels offers £1,000 cash prize

15 November, 2011

First Drinks Brands is launching a neck collar campaign for Three Barrels, offering consumers the chance to win £1,000 as part of its Ultimate Moments marketing campaign.

There will be neck collars on 90,000 70cl bottles of the brandy, giving consumers the opportunity to win the cash to indulge in their own “ultimate moment”.

The promotion aims to encourage trial in the run-up to Christmas.

Senior brand manager Oliver Dickson said: “Three Barrels continues to enjoy strong growth and remains the number one brandy in the UK market. We have grown the brand in value by 11% in the past year and with Christmas proving to be instrumental for sales, we are committed to investing in the brand at this key time of year. 

“This promotion is a way for us to give something back to our loyal consumers and thank them for their continued support throughout the year. We look forward to further cementing our position in the market in 2012 by encouraging trial with new consumers to boost sales and profits for the trade.”

Three Barrels is worth £39 million in a £232 million brandy category. The brand, which comes in 70cl and 35cl bottles, is growing at 11% compared to 5.7% for the overall brandy category, according to Nielsen.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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