up Blumenthal BBQ promo

Molson Coors has launched a new barbecue-themed on-pack promotion for its Staropramen brand.

e promo sees Staropramen partner with chef Heston Blumenthal and his ‘Everdure by Heston Blumenthal’ BBQ range in a global campaign under the tag line ‘BBQ Like an Expert’.

Consumers have until 30 June to scan a QR code on packs of Staropramen and in-store POS to enter, with the chance to win an Everdure by Heston Blumenthal 4K BBQ, as well as Staropramen-branded BBQ accessories and supplies.

e campaign will be supported by digital advertising, paid social media activity, and in-store POS.

e promotion builds on the brand’s 11.4% value sales growth a er a multi-million-pound investment last year, which included the launch of Staropramen’s biggest-ever marketing campaign – ‘Brewed By Experts, For Experts’ – and more recently the launch of Staropramen 0.0% in March.

New whisky for beer fans

Malt brand Jura has extended its ‘Cask Edition Series’ with the launch Jura Pale Ale Cask Edition, which is aimed at beer lovers looking to get into whisky, and whisky lovers seeking something different. At 40%, the whisky is “ideal for sipping in a beer garden with friends in the sunshine, matched with a blonde or pale ale beer of your preference”. It has an RSP of £35 and comes in 70cl format with an accompanying tube.

Broadland puts the ‘tea’ into RTDs

Norfolk-based winery Broadland Drinks has unveiled Twistea, a semi-sparkling, flavoured alcoholic tea. It is available in Blood Orange & Mandarin, White Peach & Mango, Lemon & Lime, and Rhubarb & Ginger 250ml cans. All are 4% ABV, vegan-friendly, gluten-free, low in sugar, and contain fewer than 90 calories per can. To stock, retailers should email sales@ broadlanddrinks.com.

Hardys campaign returns

Wine brand Hardys is back on TV screens with its ‘Certainty’ campaign. On air now and set to reach 20m adults in the UK, the campaign runs across national TV, video on demand and YouTube, with primetime slots during ITV’s Coronation Street and The Chase. The advert features a couple at various stages of their lives drinking Hardys Crest and ends with the campaign tagline “Then. Now. Always.”

Jameson connects with consumers

Pernod Ricard’s Jameson brand has rolled out Jameson Connects, a “not so serious whiskey club” and new immersive digital platform that lets consumers get closer to the Irish whiskey. Using a QR code on bottle necks, Jameson fans can gain access to events, experiences and content, helping them to ‘Join In. Enjoy More’ and ultimately ‘Widen the Circle’.