AT THE BAR
So what’s new? Latest launches and new brews to consider stocking at the bar. Old Mout cider campaign Old Mout cider has launched a multi-million pound campaign designed to increase consumer awareness and build on the brand’s philosophy of encouraging drinkers to get ‘the Kiwi taste for adventure’. Old Mout, which originates from New Zealand, launched into the UK market in 2014 and is contributing 17% volume growth to the market in the on-trade. Emma Sherwood-Smith, Brand Unit Director of Cider Brands at HEINEKEN, said: “Old Mout drives value for licensees – a branded glass, filled with ice, a cold Old Mout and a garnish of fresh fruit, can command a more premium price and is a real point of difference to other ciders.” • www.heineken.co.uk Carlsberg UK’s Three Lions Ale Carlsberg UK’s ‘Three Lions Ale’ was launched for UEFA EURO 2016. The 4.1% ABV golden ale is available for the duration of the tournament and is supported with a bespoke pump clip featuring the England team’s official three lions emblem, behind a golden scroll reading ‘The Three Lions’. • www.wedelivermore.co.uk Carlsberg UK invests in Spanish beer Carlsberg UK has announced a major investment in 5.1% premium Spanish beer brand Mahou, including a partnership with The Telegraph and TV Michelin-starred chef and columnist, Mark Sargeant. Sargeant will present a series of four videos, alongside acclaimed chefs from three modern Spanish tapas restaurants in the UK with the aim of bringing ‘the spirit of Madrid’ to life for consumers. The beer is imported from Spain and is available in 30l kegs and 330ml bottles. New POS includes a bespoke pint glass and a 20cm-tall tap handle will support the campaign. • www.carlsbergwedelivermore.co.uk Pravha launches into on-trade Pravha, the 4% ABV premium world beer from the brewers of Staropramen, is described as having the gentle bitterness of a high quality Czech pilsner
10 SPORTS CLUB MANAGEMENT
while also being crisp, light and refreshing. It is available exclusively on draught and is being supported by point of sale material including stylish glassware, branded fridges, bar runners, coasters and signage. • www.molsoncoors.com ‘WKD Blush Hour’ celebrates Saturday nights The launch of ‘WKD Blush Hour’ – a 10-week digital and social media campaign headlined by Binky Felstead, designer, beauty blogger and star of TV series Made in Chelsea – is designed to associate WKD Blush with getting Saturday nights off to a great start. The weekly 7pm Saturday night programme runs until September on Mixcloud radio and will be publicised on WKD and Binky’s social media pages, Twitter, Facebook and Instagram. WKD Blush was launched in February following research amongst 2,000 18 to 24-year olds. The research highlighted opportunities for expansion of the RTD category which generates annual sales approaching £226 million in the on-trade. • www.shs-drinks.co.uk • t. 01452 378500 Grolsch launches limited edition font and glassware Grolsch’s ‘Unconventional by Tradition since 1615’ campaign sees limited edition fonts and glassware available to the on-trade. The campaign, says the company, ‘heroes the brand’s essence of originality and its belief that an open-minded, unconventional approach to life is what creates the most interesting, progressive and original ideas and innovations’. Grolsch, which celebrated its 400th birthday last year, is also releasing colouring-in coasters with accompanying pen pots. • www.molsoncoors.com Molson Coors and Bavaria N.V. partnership announced Molson Coors UK is to have the exclusive rights in
the on- and off-trade to the sales, distribution and customer marketing of Bavaria and its portfolio of brands in the UK, consisting of Bavaria Premium, Bavaria 0.0%, Hollandia, Holland Import and Claro. Bavaria 0.0% is the world’s first 0.0% alcohol beer according to the company and current number 2 in the UK non-alcohol category. • www.molsoncoors.com Hi-Spirits to distribute Paddy Hi-Spirits is to distribute Paddy, the world’s fourth biggest Irish whiskey brand, in the UK from 1 July following the acquisition of the Paddy brand by US spirits company Sazerac in May. Dan Bolton, managing director of Hi-Spirits, said: “We have a very successful track record in growing Sazerac brands, including Buffalo Trace and Fireball, in the UK market. The addition of Paddy, coming hot on the heels of Sazerac’s acquisition of Southern Comfort and Tuaca earlier this year, means it’s an exciting – and busy – time for HiSpirits.” • www.hi-spirits.com Stella Artois returns as official Wimbledon beer Stella Artois has developed an ad campaign to mark its return as Official Beer of the Wimbledon Championships. The new ad campaign accompanies the brand's limited edition Wimbledon packaging which includes a special edition 660ml bottle with a white and red wrap design, as well as a variety of on and off trade activity. • www.wimbledon.stellaartois.com/ the-time-portal Smirnoff launches ciders Smirnoff hopes to revolutionise the Fruit Cider category with the launch of Smirnoff Cider. The two flavours – Raspberry & Pomegranate and Passionfruit & Lime – are lightly fizzed ciders with a blend of crisp, fruit flavours combined with Smirnoff vodka. • www.diageo.co.uk
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