Diageo is looking to woo younger drinkers to its Johnnie Walker brand with the launch of a pan-European marketing strategy for its luxury variants. The scotch whisky brand is to roll out online, experiential and on-trade activity over the next 12 months to promote its luxury, super premium variants such as Double Black and Odyssey. It is also planning to introduce elements of its marketing from Asia and the Middle East such as experiential hub “House of Johnnie Walker” as part of the push. (Marketing Week)
New Belgium Brewing, brewer of a wide variety of award-winning beers including Fat Tire Amber Ale, will be available in British Columbia this September. The brewery has signed an agreement with Beerthirst to serve as its agent and will officially kick off its entry into Canada at the Great Canadian Beer Fest on Sept. 6, 2013. New Belgium will begin selling beer at retail locations three days later. The brewery will initially roll out six-packs and draft of Fat Tire, Ranger IPA and its current seasonal release. Ninety days later, New Belgium will begin to release limited selections from its Lips of Faith, Hop Kitchen and Trip series, as well as Rampant Imperial IPA.
Dos Equis is unveiling the details of this fall’s Masquerade program that will hit and on- and off-premise accounts beginning Sept. 1. Set to coincide with this fall’s entertaining season, Dos Equis Masquerade entices consumers, 21 and older, to take their Halloween celebrations to a new level while inviting them to win a trip to Ultimate Masquerade Party in Miami. At retail, limited edition Masquerade packaging and compelling offers will help increase sales of Dos Equis Lager, Dos Equis Ambar and other Halloween-related items, driving higher register rings.
Gizmo Beverages announces the addition of beverage market veteran, Mark Weslar, to its dynamic leadership team. Weslar, who will act as chief marketing officer, joins recently appointed SVP of Sales, Brad Foster, and company co-founders Walter Apodaca and Don Park as the company continues its rapid expansion. Gizmo Beverages holds the patent on "the Gizmo Closure and Delivery System," a pressurized bottle cap design that infuses and instantly mixes a drink with fresh, preservative-free liquid ingredients upon opening. The first application of this technology, Tea of a Kind, has already proven itself a high performer in the category, winning the Best Ready-to-Drink Tea Beverage at the 2012 Interbev Awards; Best Iced Tea at the 2013 North American Tea Championships, and most recently received a SELF Magazine Healthy Food Award for Best Iced Tea.
Start-up W.G. Barr Beverage Company released “Snake Bite Super Powers,” a web commercial promoting the venture’s new beverage brand, T.W. Pitchers’ Snake Bite. Snake Bite, a bottled blend of lager and apple cider, is based on a popular British pub-mixed drink and is the first of its kind in the American beverage industry.
Chang Beer announced “WildStyle Wednesdays,” a happy hour and giveaway promotion at premium Thai and Asian fusion restaurants across the nation to help consumers let loose half way through the work week. Beginning July 24, 2013 and continuing through the end of the year, Chang is kicking off the program in New York City at SEA restaurant in the meatpacking district. The WildStyle happy hour also will be available in California, Washington D.C., Portland, Ore., Texas and Florida. - See more at: http://www.beverageworld.com/articles/full/15799/chang-beer-launches-wildstyle-wednesdays-promo#sthash.XPx6Nayz.dpuf