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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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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