Picks of the Week

SAY HALO TO LUCOZADE’S NEW XBOX PROMO

Convenience retailers also have the chance to win an exclusive Xbox prize pack.

Lucozade Energy has teamed up with Xbox to give shoppers the chance to win big with a new on-pack promotion landing in stores from early May.

By scanning a QR code on pack, Lucozade Energy drinkers will have the chance to win a host of prizes to meet all their gaming needs – including Xbox Series S consoles, complete with Xbox Game Pass Ultimate 12-month subscriptions. And, to celebrate the Season 2 launch of Halo Infinite, shoppers can redeem exclusive in-game bonuses with every promotional bottle purchased.

The promotion will see bottles of Lucozade Energy, Orange, Original, Apple and Cherry transformed with limited-edition Halo sleeves that feature the game’s Master Chief character.

It will be live on-pack from May until August across multiple formats: 380ml (standard & PMP), 500ml, 900ml, and 4x380ml multipacks. The promo will be supported by £2m total spend, which includes out-of-home advertising, a Snapchat lens, a webpage takeover on gaming fan website Fandom, and a partnership with live streaming site Twitch.

Convenience retailers also have the chance to win an exclusive Xbox prize pack, including an Xbox Series S console, to raffle off to their shoppers. The winning retailers will receive a full toolkit to run the competition, consisting of posters, entry cards for the till, and point-of-sale materials to create a buzz in store and encourage shoppers to enter the raffle.

To be in with a chance of winning, retailers should email SBFTrade@hanovercomms.com with their name, store name and address by 27 May 2022.

GUINNESS LAUNCHES COLD BREW COFFEE BEER

The new brew aims to capitalise on the increasing popularity of flavoured alcoholic drinks and recruit new adult drinkers to the brand.

Guinness has added Guinness Cold Brew Coffee Beer (4% ABV) to its portfolio. The brand says the new launch boasts the “perfect balance of bitter and sweet roast coffee tasting notes” and creates an “elevated experience” for beer and coffee lovers.

To deliver this new taste, cold brew coffee – which has been steeped in cool water for long periods of time instead of brewed with boiling water – is added to Guinness Draught, alongside additional roasted barley flavours, to balance delicate notes of coffee, chocolate and caramel. It offers approximately 2mg of caffeine per can, the same as a decaf coffee.

The new brew aims to capitalise on the increasing popularity of flavoured alcoholic drinks and also recruit new adult drinkers to the brand.

The latest innovation, which will be available in a 440ml can format, will roll out across the off-trade throughout April, May, and June.

To support the launch, Guinness Cold Brew Coffee Beer is being supported by marketing spend in its first year which includes social media, influencer and advocacy activity.

John Burns, Head of Guinness GB, said: “We firmly believe we have created a taste experience truly unrivalled in the market and with over 95 million cups of coffee being consumed every day in Great Britain alone, now is the moment to offer a product which plays to an excitingly vast consumer space. There is already a natural connection with coffee notes in Guinness’ signature offerings like Draught and Extra Stout, so the creation of Guinness Cold Brew Coffee Beer was a perfect match.”

DENISE VAN OUTEN BRINGS THE BRINI

Lambrini’s new campaign sees Denise Van Outen encourage consumers to add some fun to everyday moments.

Lambrini has unveiled its latest ‘Bring the Brini’ campaign in partnership with Denise Van Outen – the perry brand’s first big activation since it was acquired by Accolade Wines in June 2021.

The ‘Bring the Brini’ social campaign encourages consumers to enhance everyday moments with an extra sense of celebration and fun, whether it’s successfully getting the kids to bed or meeting with friends on a Friday night.

The partnership sees Lambrini and Van Outen share lifestyle imagery and videos on their social channels. The content features Lambrini’s core consumption occasions of relaxation and partying, with a celebratory twist and a nod to the 90s era, when Lambrini was created.

At 6% ABV, Lambrini offers drinkers a lighter alternative to sparkling wine, providing a lower ABV companion for cocktail recipes or for those looking to moderate their consumption.

Denise Van Outen commented: “Those of you who have read my autobiography will know that I’ve always thought of myself as a ‘Lambrini girl’, and I still really enjoy relaxing at the end of a busy day with a glass of Lambrini in hand.”

Tom Smith, Marketing Director – Europe, Accolade Wines, added: “Lambrini recruits a younger drinker who is less likely to buy traditional wine as they have a preference for lighter, sweeter tasting products and lower alcohol drinks. These consumers are also becoming more financially strained and are looking for good value, accessible drinks. We’re looking to raise awareness of the brand within this demographic, which is why the campaign will focus on social media.”

NEXT-GEN JUUL2 SYSTEM ROLLS OUT TO STORES

The update includes the newly designed Juul2 pods that are available in six menthol and tobacco flavours.

Juul Labs has launched its next-generation Juul2 system into retail following six months of e-commerce trials. Rolling out to all channels now, the upgraded system features an array of updates, including newly designed Juul2 pods with 70% more e-liquid per pod.

The system also offers a “more consistent vapour experience,” that Juul says better competes with combustible cigarettes.

It also features a larger battery with over 20% more capacity than the original Juul.

Designed with “adult smokers in mind” the new Juul2 pods are available in six menthol and tobacco flavours including: Virginia Tobacco, Polar Menthol, Crisp Menthol, Ruby Menthol and Summer Menthol, plus a newly launched Autumn Tobacco. Each pod, which is only compatible with the new Juul2 device, has an 18 mg/ml nicotine strength.

The device is also supported by a new Juul2 app which gives users insights into their usage and allows them to keep track of their device and locate it if lost.

In a bid to combat the illicit trade and underage use, the new device and app also automatically check and confirm product authenticity when new Juul2 pods are added.

The company is also trialling a take-back and recycling programme for used pods and devices, which it hopes to roll out later this year.

Starter kits, which include a device, charging dock, Virginia Tobacco and Crisp Menthol Juul2 pods will launch with an RSP of £9.99, while new Juul2 pod packs will launch at £6.99.

A COCA-COLA THAT’S OUT OF THIS WORLD

Coca-Cola Intergalactic is the first limited-edition product under the brand’s new Creations platform.

Coca-Cola has launched limited-edition Intergalactic, inspired by the world of space.

Intergalactic delivers a new take on the muchloved Coca-Cola taste, it has zero sugar, a reddish hue, and comes in a 250ml can inspired by the stars.

The new launch is the first limited-edition product under Coca-Cola Creations, a new platform that takes the Coca-Cola brand and lends it to new expressions.

Over the course of 2022 and beyond, Coca- Cola will collaborate to create new flavours, designs, and experiences, reimagining its product in time-limited editions inspired by relevant moments across culture, music, and gaming.

Martin Attock, Vice-President Commercial Development at Coca-Cola Europacific Partners GB, said: “Innovations like Intergalactic give us an opportunity to drive excitement, talkability and momentum around the Coca-Cola brand – engaging new and existing shoppers with innovative flavours and experiences unlike anything they’ve had before.”

The Intergalactic cans will allow viewers access to the world’s first ‘Concert on a Coca-Cola’, featuring global popstar, Ava Max. The augmented reality concert can be accessed by scanning the QR Code on a Coca-Cola Intergalactic can, launching the Coca-Cola Hub where the performance will live. Other digital elements for fans to interact with include Instagram filters, ASMR experiences and more.

Joshua Schwarber, Senior Director, Global Digital Design, said: “For this first Coca-Cola Creation, we had the opportunity to ask ourselves what could space taste like, and we couldn’t be more excited to introduce our first Coca-Cola Creation in Europe - Intergalactic – our limited-edition, space-themed Coca-Cola that aims to bring some of the magic and mystery of everything that we love about space to life with every single sip.”

Coca-Cola Intergalactic is a limited edition, available in small volumes in GB to grocery, managed convenience, and some wholesale retail club members. Intergalactic has an RSP of 77p.

PICKS OF THE WEEK

SYRUP SURPRISE

Weetabix has partnered with Lyle’s Golden Syrup to launch an HFSS-compliant cereal that pairs the syrup with the iconic biscuit. The launch will be supported with in-store and online shopper activity, and digital video adverts. The cereal has an RSP of £3.29 for a 24-biscuit pack.

PINK GIN

Diageo has launched Gordon’s Premium Pink 0.0% to capitalise on the growing momentum in the non-alcoholic category. The new launch combines flavours of raspberry and strawberry blended with redcurrant and distilled botanicals. It is available in a 70cl bottle.

SPICY SUMMER

Wagamama has introduced a collection of mayo products just in time for BBQ season. Katsu Curry Mayo and Firecracker Mayo are perfect for bringing a touch of Wagamama into any meal. The mayos are both vegan and suitable for plant-based diets, and have an RSP of £2.25.

SOBER BRUMMIE

Birmingham Brewing Company has launched a low-alcohol beer with a 0.5% ABV. The Sober Brummie has notes of citrus and pine with a mild bitter aftertaste. It is also vegan and gluten-free, and available to order from the brewer’s website now, starting at £10 for a four-pack.

ALTERNATIVE CHEESE

Nurishh, Bel’s first range of plantbasedalternatives to cheese,is expanding with Plant-BasedGarlic & Herbs Spread – perfectfor adding to bread or a crackerfor a quick snack – and GranVegiano, which comes in a convenientpre-grated format.

BOMBAY MIX

Bombay Sapphire has unveiled Bombay Citron Pressé – a gin bursting with the taste of freshly squeezed Mediterranean lemons, made from a 100% natural fruits infusion with no added sugar. It retails at £23 (70cl, 37.5% ABV) and is available from BombaySapphire.com now.