Dragonfly the Booze Issue by Dragon Rouge

Dragon A DRINKS SPECIAL EDITION

dragonrouge.co.uk

Welcome

Those who know Dragonfly may note this edition is the ‘half pint’ to its full pint predecessors. This is no downsizing measure but a second ‘mini’ Dragonfly edition, where we indulge our passion for, and experience in, specialist sectors. So, welcome to our first dedicated drinks Dragonfly – a sector at Dragon Rouge’s international core and one close to every Dragon’s heart! This edition gives you a snapshot of hot topics and shares viewpoints of clients, peers and colleagues alike on buzz issues in the industry, today and tomorrow. We hope it whets your appetite and gives a flavour of our thinking. We’ve loved creating it. Far from being a ‘half pint’, we think it’s the magnum to original Dragonfly’s jeroboam. Plenty to share and a diverting ‘thought quenching’ thinkpiece. We trust you’ll agree. Let us know your views. Email us at dragonfly@dragonrouge.co.uk. We hope to share thoughts soon - perhaps over a glass of wine? Kate Waddell, Dragon Rouge

CONTENTS

CONTRIBUTORS Chris Barber Chris leads the packaging team and has strong creative roots within drinks branding. Nothing floats Chris’ boat more than a brief to craft a classic spirit brand or revive an eclectic beer. He’s worked on everything from Chivas Regal, to Ballantine’s, to Captain Morgan. But his proudest creation is Russian Standard – it’s right up there with his four year old twins! David Beare David’s our ideas man, translating brand essences into compelling ‘scripts’ for comms or ideas to shine in the on-trade. His love of the industry stems both from design and his ‘weekend job’ DJ-ing in London’s style bars. He’s taken big ideas off pack for brands like Cruzan Rum, Extreme Drinks and created Ballantine’s 12 Year Old on-trade activation campaign. Dorothy Mackenzie Dragon Rouge’s Chairman has pioneered thinking on brands and sustainability and believes the drinks business can gain creative and commercial edge through intelligent

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use of integrating sustainability into the brand idea. She sits on the M&S advisory team on Sustainability and Stores, and is an advisor to a number of government and business advisory panels. Kate Waddell Kate cut her consulting teeth on some of the world’s finest drinks brands, from Veuve Clicquot to Taylor’s Port and learnt the ways of the on-trade via brands such as Steinlager and Bass’ beer brands. She’s proud to have been part of the launch of Red Bull in the UK. Kate attributes her affinity to the industry to her early years as a serial barwoman! Sam Dumont Sam is responsible for the creative planning process and has provided inspiration on many projects with some of the world’s biggest drinks brands, from Malibu to Archers, Johnnie Walker to Bells. Sam’s commitment to keeping close to the drinks industry is evidenced by her regular Friday night cocktail sampling at London’s most cutting edge bars!

03— 06 BAR ROOM BUZZ We tune in to what some of London’s hottest bartenders think about the future 07—9 DRINK AWARE IS THE MEDIUM THE MESSAGE? They’ve told us again and again, but is it time to change the channel, not the tune? 10 LONG RANGE FORECAST The inside track from the experts 11— 12 ON THE WAGON Ocean Spray’s Nick Short shares the pleasures of the soft stuff in the on trade 13—14 DEEPER LUXURY Are drinks and sustainability the ultimate mixologists blending challenge? 15— 20 TRENDWATCH Projections and forecasts in drinks and a few items that are hot off the press 21 WHAT’S WHETTING OUR APPETITE? The delicious to the downright unusual 22 GET IN TOUCH

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Welcome

CONTENTS

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No matter how great the taste, getting a brand asked for by drinkers is a neverending battle to establish a buzz and keep it fuelled. What’s cool today is dull tomorrow; what sparkles one month can slide easily into the naff. So how do you create the excitement in the trade that will make sure consumers make your brand their drink of choice? Most brand owners rely on tried and tested techniques to get the trade on side – helping create the environment and experience in the bar, providing mixology education and generating excitement through events. But there’s a world of creativity at work and some significant shifts in what the trade is looking for when it comes to extending their knowledge about brands. For Peter Moore, Brand Director at Ballantine’s, the first rule for any drink brand is visibility, “You might have a great pack, but it needs to be visible in the bar.” And being seen is just the first step, brands need to get talked about. “If you’re a new brand coming into the bar, you have to create noise. If you’re an existing brand you have to create news and excitement constantly,” says Moore. This is not just about putting on an imaginative brand show, it’s

letting the consumer become part of the experience. In Germany, Ballantine’s created an advertisement featuring a musician playing in the underground with the music being carried through the pipes and off across the city. A viral version allowed consumers to cast themselves and their friends as characters in the ad, save it and send it to more of their mates.

Absolut No Label - Absolut is going naked to promote their ‘In an Absolut world there are no labels’ project

BAR ROOM BUZZZZ ZZZZZZZZZZZZZZZZZ ZZZZZZZZZZZZZZZZZ ZZZZZZZZZZZZZZZZZ ZZZZZZZZZZZZZZZZZ ZZZZZZZZZZZZZZZZZ ZZZZZZZZZZZZZZZZZ ZZZZZZZZZZZZZZZZZ ZZZZZZZZZZZZZZZZZ ZZZZZZZZZZZZZZZZZ ZZZZZZZZZZZZZZZZZ ZZZZZZZZZZZZZZZZZ

In Smirnoff ‘s ‘Be There’ party competition to promote Smirnoff 21, consumers are invited to suggest ideas for unique events where the best wins £2,000 to bring their idea to life. But generating the buzz doesn’t have to be big budget. Rob Jones, Profit Partnership Director of Bateman’s Brewery says that taking the brand to the drinker at the local was a winning approach for the relaunch of GHA Pale ale. “We don’t have the budget to launch the brand in a blaze of Dragon

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Absolut No Label - Absolut is going naked to promote their ‘In an Absolut world there are no labels’ project

HIT+MISS

glory. We took the beer out on ‘in pub’ roadshows to talk about the brand with the consumers. This certainly works for us – keeping things local and as close to the ground as possible.”

With thanks to... Ballantine’s: 1. Trompe L’Oeil poster 2. Glass 3. Interactive wall art 4. Bottle poster 5. ‘Beyond’ identity 6. Trompe L’Oeil DVD cover 7. Live shark animation Smirnoff: 8. ‘Be There’ campaign

And this ‘low key and local’ approach is something that strikes a chord with bar tenders from some of London’s fashionable bars. For them, it’s less about learning set piece cocktails and more about really knowing the brand and injecting individuality. Says Tom Lambert, previously of Milk & Honey, “The guidelines about being trained are being ripped up you do it your own way.”

Christian Wilson, formerly at the Engineer, sees a shift away from global glitz: “Local is good. Pubs full of families of people, who all live in the vicinity. It’s going down the pub, not going to a theme park.” His advice to brands wanting talk factor is to ease up on the bling and tell the trade a good story. “Stories are the most important. Launch quietly and talk to people. Let it come through word of mouth. Less of the Bollywood approach. I don’t trust things with all the bells and whistles. Quietly spoken is the way forward”.

“The key way to get the on-trade on side is through genuine product and packaging innovation that delivers significant profit opportunities.”

“Sampling activities are effective - the more personal the better and small scale activities always generate a positive response.”

Stephen Loftus, Innovation Director, Constellation

Roderick Blaylock, Captain Morgan ABM, Diageo US

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THE INSIDE BUZZ

“Get the bartenders on side and they’ll talk about it – it’s all about talkability.” Christian Wilson, former bar tender at The Engineer, Camden Jazz Café and Bar Vinyl

“Brands must have a strong identity and remain true to their heritage.” Fredrik Olsson, bar tender at Kosmopol

“Quiet versus Big Bang? It is cooler to be quiet. Let the consumer find out gradually, get them interested and let them discover.” Tom Lambert, former bar tender at Milk & Honey

Absolut goes naked to show its morals – Forget Gok Wan, Absolut is going naked to promote their ‘In an Absolut world there are no labels’ project. The label- and logo-free bottle, supported by an editorial in ‘Fantastic Man’ magazine, focuses on the wider issue of ‘challenging labels and prejudice and the problems it causes’. It showcases Gunnar Broman’s original pared down label and logo-free Absolut bottle to get everyone talking. Ballantine’s 12 is much more than a trick of the eye – Ballantine’s 12YO invites consumers globally to ‘Go Beyond’ this autumn in an arresting on-trade campaign, which will have drinkers checking the strength of their cocktails as a trompe l’oeil themed activation campaign rolls out. It takes consumers beyond the expected – through a mind warping mix of bar events, POS and interactive experiences. Remy Martin launches super-chilled Ice Boxx in ‘super-cool’ clubs – Remy’s latest quest to broaden the appeal of cognac is to offer consumers the taste straight from the freezer. Served in a frozen, frosted glass, with heightened floral aromas, this is the ideal barman story and a talking point to shake up preconceptions of cognac’s traditional fireside image. Uo! Wine targets the Spanish pink pound – This summer Uo! launched a specially tailored wine collection just for homosexual men with homoerotic branding and descriptors to boot! They claim the bottle talks to the male gay target from the chiller, but we think this is targeting gone one step too far.

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HIT+MISS

glory. We took the beer out on ‘in pub’ roadshows to talk about the brand with the consumers. This certainly works for us – keeping things local and as close to the ground as possible.”

“The key way to get the on-trade on side is through genuine product and packaging innovation that delivers significant profit opportunities.”

“Sampling activities are effective - the more personal the better and small scale activities always generate a positive response.”

Stephen Loftus, Innovation Director, Constellation

Roderick Blaylock, Captain Morgan ABM, Diageo US

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THE INSIDE BUZZ

“Get the bartenders on side and they’ll talk about it – it’s all about talkability.” Christian Wilson, former bar tender at The Engineer, Camden Jazz Café and Bar Vinyl

“Brands must have a strong identity and remain true to their heritage.” Fredrik Olsson, bar tender at Kosmopol

“Quiet versus Big Bang? It is cooler to be quiet. Let the consumer find out gradually, get them interested and let them discover.” Tom Lambert, former bar tender at Milk & Honey

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DRINK DRINK DRINK AW A RE! AW A AWARE! RE! IS THE IS IS THE THE M EDIU m M EDIU MEDIUm m THE THE THE M E $A GE? M E $A ME$AGE? GE? With ‘The Campaign for Smarter Drinking’ now bedded in, the proof of the pudding will soon be seen, with its effectiveness really put to test over the Christmas season of excess... 7

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The campaign’s laudable goal remains – encouraging responsible drinking – but the message has changed over time. From shock tactics, to a nagging maternal tone and now the matey, supportive message of ‘Why let good times go bad?’ with its focus on encouraging revellers to pace drinking and to take preventative action which needn’t upset a big night out. While we can’t flaw DrinkAware’s goal to reduce the societal epidemic of binge drinking, we’ve questioned if this is the best way to reach a predominantly younger, often cynical, audience. So Dragonfly has decided to ask the experts. Tony Goodall is a Public Health Consultant specialising in combating irresponsible drinking. He shared his views on the latest campaign and where he thinks the focus should be. Tony believes there’s little evidence of any DrinkAware campaign’s effectiveness to date although he can’t rule out that things might be worse without them. But he also feels that any comms strategy is thwarted in the face of macro societal and industry realities. He believes the burden of blame lies equally between cheap drinks pricing – especially within off-trade – and a drinks industry myth that raising prices to dissuade binge drinkers ‘punishes’ the responsible drinking public. Add to this that despite growing restrictions on advertising, over £600m was spent in 2002 on below the

line – mainly in the on-trade creating a ‘pull factor’ that puts temptation in bingers’ way. When drawn on audience, his view is clear. While young people are in the media spotlight, Tony believes drinking as ‘sport’ is an ingrained social norm that will be unaffected by comms. So he would pick off and focus on slightly older ‘hazardous drinkers’ – habitual moderate to heavy drinkers less aware of the damage they could do to themselves. And young women are key, stating, ‘I do not believe there has been a time… when young women have drunk as much as they do today’. He believes they could represent ‘major public health damage in the near future’. And when it comes to worst offenders, his view if unequivocal - citing media and celebrities – singling out some mainstream radio DJs as helping people ‘aspire to drunkenness’ and also blaming the supermarkets stating ‘they simply should not be allowed to use (drink) as a loss leader to persuade customers to enter their stores’. So, what is the best message, or best medium? Tony believes landing the message right and regularly is key, citing viral as crucial for young audiences and radio as being one of the most powerful ways to hammer a message home via an attrition and volume strategy. Despite his overriding view the campaign is tackling effect rather than cause, he is hopeful

the current campaign, which should ‘appeal to people’s good sense – providing they want to be sensible’, could be the most effective. But within an impressionable, almost tribal culture with ‘drinking as sport’, the message needs to come from within, pass the peer pressure test and be supported by those in a position of power. As Kosmopol bartender Frederik Olsson puts it, “The industry needs to educate bartenders – it’s important for the people serving to know when they are over-serving”. So it would appear that a multichannel, multi-media campaign which engages and educates every link in the drinks channel ‘food chain’ is what’s needed, with priority targeting picking off those most at risk (young women) or more susceptible to the message (the 20+ hazardous drinkers), and then working the system and communications to engender an inside track, word of mouth way to achieving positive peer influence.

“Changing the drinking culture in Britain won’t happen overnight, but with the right support, information and advice, young adults can change their own drinking patterns” Chris Sorek, Chief Executive, DrinkAware

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DRINK AWARE! IS THE MEDIUM THE MESSAGE?

LONG RANGE FORECAST Deg C -110.1 -100 -90 -80 -70 -60

WHAT DOES THE TARGET AUDIENCE THINK?

“The swine flu TV advertising was so much harder hitting – it made me think about the effects of my actions and really struck fear in a simple way – DrinkAware is just a bit samey.” Anna, 24

“I listen when friends start to talk about it – it needs to come from within. You often hear things on the news which hit home.” Al, 31

“I don’t think advertising can change drinking habits in the same way ads for drink don’t make me buy more of it – it’s about social pressure, your mates, it’s quite primitive.” Luca, 23

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VISUALS ABOVE

The Campaign for Smarter Drinking’ announced by the Drinks industry on 16 July 2009 and launched in October 2009

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CAMPAIGN NAME

DrinkAware CAMPAIGN ‘STRAPLINE

Why let good times go bad?

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As we enter another decade we look forward and wonder, will the drinks industry experience prolonged settled periods or real climate change? We’ve got the inside track from drinks industry experts as to what’s on the long range drinks forecast – techniques, flavours, formats – coming to a bar or pub near you soon… A changeable period // Less is more_ multiple ingredients is out, a handful of the best is in Hyper fresh_ a push back against ambient, as fresh as the moment when the pod went pop Grow your own, local, seasonal_ why ship it when you can cultivate it? Sweet and savoury_ who’d have thought we’d be supping celery, bacon or even tobacco? Fusion_ beer invades cocktails, wine takes on vodka, soft drinks do booze (without the ABV) Back of the drinks cabinet comes to the front_ with the rise and rise of retro classics and unsung heroes like Pisco, Mezcal and Shochu Beg ‘n’ borrow_ lambic beers bring new life to cocktails and beers brewed with seaweed to appeal to the health conscious consumer Pronounced highs // Retro cottage garden_ muddle and mix gooseberry, gage, quince and rhubarb Sweetly different_ from lavender sugar to manuka honey Smokin’_ KEY NOTES from star anise, to Cuban cigar; from Earl Grey to Beech! Horticultural hits_ geranium to nasturtium, coriander to clove School dinners_ the stuff you love to hate: from mushy peas to beetroot, to celery bitters Developing storms // Small measures_ from wine to spirits Half strengths_ as ABV is not VG Big ice_ now rocks can come in many sizes

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DRINK AWARE! IS THE MEDIUM THE MESSAGE?

LONG RANGE FORECAST Deg C -110.1 -100 -90 -80 -70 -60

WHAT DOES THE TARGET AUDIENCE THINK?

“The swine flu TV advertising was so much harder hitting – it made me think about the effects of my actions and really struck fear in a simple way – DrinkAware is just a bit samey.” Anna, 24

“I listen when friends start to talk about it – it needs to come from within. You often hear things on the news which hit home.” Al, 31

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VISUALS ABOVE

The Campaign for Smarter Drinking’ announced by the Drinks industry on 16 July 2009 and launched in October 2009

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CAMPAIGN NAME

DrinkAware CAMPAIGN ‘STRAPLINE

Why let good times go bad?

drinkaware.co.uk 9

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40 50 56.9

DR 2009_L0N6RAN63S4T3LL1TE1M46E_DR460N

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Is the trade in touch with its softer side? If the consumers’ drink of choice has a softer side, the pub or the bar should offer real opportunities away from the pressure of supermarket own label. But are drinks brands doing enough to sweeten the relationship with the trade? We asked Nick Short, Commercial Manager for Ocean Spray at the Gerber Juice Company, what are the on-trade opportunities for soft drinks brands in a time of price pressure, changing drinking habits and increasing health awareness? Dragonfly: What will be the biggest opportunities for soft drinks to link up with alcohol brands? Is there another ‘Red Bull and vodka’ round the corner? Nick Short: Consumers are seeking the reassurance of brands they know and feel comfortable with. We’ve already done some work with Diageo on their premixed Smirnoff Vodka and Ocean Spray cranberry, which is doing really well. And it’s worth remembering it takes time. Red Bull took five years to really take off. DF: Are soft drinks doing enough to offer nonalcoholic alternatives to on-trade consumers?

DF: What will be the big drivers for soft drinks volumes on-trade? NS: With the easing of Licensing laws, pubs and bars have the opportunity to open all day and by providing wi-fi and keeping the music down, they can attract people who want to touch down for a couple of hours, check e-mail, do some work and have a couple of drinks – 95% of these will be soft drink occasions. There has also been the growth of food led, family-friendly business and the on-trade needs to think about a range for children. DF: What do you think the main volume and value growth will be? NS: It may well be the reverse of what we’re seeing off trade where carbonates and dilutes have grown at the expense of juice and juice drinks and adult soft drinks

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DF: Do you think it’s possible to learn from alcohol brand cues and sophistication? NS: I think the customer wants a degree of theatre and perfect presentation when drinking out. But I think what works in alcohol won’t necessarily cross over into soft drinks. Soft drink brands need to consider the occasion when thinking about rituals – often we’re about ‘winding up’ occasions so I would say we’re better served by developing our own rituals. For me, the best ideas come from watching consumers in situ. Many trends are consumer pulled rather than manufacturer pushed. Hot in the on-trade... 1&2. Ocean Spray’s non-alcoholic cocktails and branded on-trade glassware 3. Slow Cow Drink 4. Mile High antioxidant drink

NS: I think on-trade needs to do more work here. You can walk into a bar with a fantastic display of all the premium spirits under the sun, but a soft drink offer of Coke, J20 and mineral water. There are some fantastic adult soft drinks out there like Fentimans, Bottlegreen, Schloer and Purdeys and juice drinks like Pago, Del Monte and Rubicon. It amazes me they don’t have wider distribution. I don’t think a fraction of the thought goes into the range of soft drinks as the spirit range.Whilst the trend towards lower alcohol drinks will continue, many consumers take a decision before they enter a bar as to whether they are going to drink alcohol or not.

have had a tough time. I think when consumers decide they’re having a night out, they’re taking a conscious decision to spend more money and they want something that drinking at home doesn’t offer – typically cocktails and ‘different’ mixers – and this would benefit juice.

NEW+UNUSUAL, IN A BAR NEAR YOU?

Refreshing Redbush is a South African wellbeing wonder drink, which is the key to glowing skin, strong teeth and bones, smooth digestion and a good night’s sleep. It is now sweetened up with apple and aronia. Great tasting and good for inside and out. Mile High Drinks boast one of the highest antioxidant levels in the UK drinks market and have developed an exclusive limited edition bottle in association with Condé Nast Traveller. From August 2009, customers are offered 12 issues for £12 in a co-promotion. Slow Cow Drink is a 100% natural drink, which is already available in the US and Canada. It hits European shores at the beginning of 2010, claiming to relax and heighten concentration levels.

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Activate Drinks store active ingredients inside the cap, separate from the liquid so that Activate‘s vitamins stay fresh, potent and offer a convenient way to get a healthy dose of delicious nutrients.

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NEW+UNUSUAL, IN A BAR NEAR YOU?

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Luxury and sustainability aren’t thought of as obvious bedfellows when it comes to brand. After all, they represent the antithesis of sustainability, surely? What counts, according to conventional wisdom, is the best and rarest raw materials, the most meticulous production, the ultimate in extravagant packaging – whatever the cost. But the heart of really desirable high-end brands has always been more than bling. And bringing those deeper values to the fore is becoming a prerequisite if they are to build a connection with a new cohort of informed, aware and discerning consumers.

To this extent, designer Philippe Starck’s challenge that the whole symbolism of luxury should change in the light of environmental problems throws down a gauntlet to every high end drinks brand. But should there really be so much conflict between the two? The heart of a really desirable luxury brand has always been more than a flashy show of success. Bringing those deeper values to the fore is now becoming a prerequisite of building a connection with the new cohort of consumers who are informed, aware and discerning. Some companies within the sector, such as Diageo, are already seriously addressing sustainability and looking at every aspect of their operations – ingredient sourcing, production efficiency, packaging and social impact. They have been pioneering bio-energy as a power source as part of reducing its carbon footprint. However, very little of this is visible at a brand level. At brand level, it’s the small producers, the young pretenders who are integrating sustainability messages into their brand proposition – like Vodka14, organic vodka from the Rockies presented as the product of sustainable farming practices to produce an extremely pure, fine drink in low impact packaging.

confined to Western economies. The WWF noted back in 2007 that, contrary to conventional wisdom, affluent consumers in Asia and Latin America were increasingly concerned about social and environmental issues. Having a strong story of how the brand helps ensure that the beautiful and the precious will continue to be available in the future, doesn’t detract from its prestige. Value lies in the craftsmanship, care and pride with which the raw materials are sourced, the product is made and the creativity of the vision that guides them. There can be no more demanding consumer than those of luxury drinks brands and they’re starting to ask hard questions. Now is the time to get the record clean and the story straight and help redefine what luxury really means.

Green champions 1&2. Grey Goose Greenhouse Bar- the first ever UK based fully sustainable outdoor bar at Saf restaurant 2. Vodka14

When it comes to major brands, the drinks sector lags behind others in making sustainability fundamental to their offer, telling new stories about their sourcing or using their influence with consumers to inspire new thinking and behaviour. But the opportunity at brand level is surely there. A strong part of the appeal of true luxury brands has always been timelessness, authenticity, longevity. They’re not about short term fads, not simply the ultimate symbol of success. They’re about taste – something to savour, to last, to treasure, to pass on to the next generation – whether that’s a tangible heirloom or a love for a particular brand of drink.

Concepts of luxury have moved on and aspirations have changed - and that’s a global shift, not

Green champions 1&2. Grey Goose Greenhouse Bar- the first ever UK based fully sustainable outdoor bar at Saf restaurant 2. Vodka14

Concepts of luxury have moved on and aspirations have changed - and that’s a global shift, not

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The birthplace of trends and a cradle of innovation, the drinks industry has always been home to all that’s hip, hot and happening. But when even today’s 20 somethings are observing cyclical fashions within their lifetime – the rehash and revisit principle – is booze setting the tone or is the industry in danger of being synonymous with déjà vu? We dip a toe into some of Dragon Rouge’s global trends and check in with our offices internationally to put three of the ten key trends accentuated in drinks in the spotlight.

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01 UBER-OBSCURE

When Warhol’s prediction seems a threat not a promise, it’s what money can’t buy that’s valued. Inimitable, endangered, limited edition. This trend’s about craving what we can’t have. With Z-list celebrities diluting luxury and cool, the ‘new cognoscenti’ find ways to show good taste. Unbranded, unretailed, untraceable, understated… exclusively for you, if you’re in the know.

02 NEW WORLD ORDER

Beyond BRIC nations and tiger economies – an emerging, creatively rich, exotic mix of nations are shaking up the industry, proving to developed markets that we may be in credit crunch, but there’s no creativity crunch. The global melting pot’s even more interesting – styles, rituals, flavours, ingredients are emerging and creating real cultural exchange, not pastiche but hybridisation, with emerging nations often stepping up to show us their take on alcohol classics. VeeV Acai Spirit

Brazilian VeeV, the first Acai spirit is coined as ‘a better way to drink’ using 100% natural Brazilian ingredients and Acai, the wonder superfruit, with $1 from every bottle going to Brazilian charitable projects. It’s one of a growing army of Brazilian brands, like Chope, or fresh beer - that needs to be consumed within 10 days – which are teaching developed markets new ways to drink.

veevlife.com CABANA cachaca MAGNERS – Bungalow8

CAORUNN GIN

THE Macallan in lalique 57 year old

Inspired by the growing cult of short lived ‘pop up’ bars like this summer’s traveling Cloudy Bay shack or Kings Cross’s ‘discovery’ Double Club, which strengthen exclusive lifestyles’ and drink’s bond further. Now mainstream brands are working the trend, like Magner’s run of 500 Bungalow8 designer pear cider bottles. For a short time only, just for a few, in the know.

Luxury’s increasingly not about global but hyper-local – small batch distilled gin Caorunn launched at the Boutique Bar Show unveiling its unique Celtic botanicals. It’s one of many ‘micro’ brands like Sipsmiths gin – small release, maximum appeal; often found in Speakeasy ‘unbranded’ bars. At the batching extreme is Dalmore Sirius: £10,000 a bottle; a run of 12. That’s really small batch!

As mainstream luxury is in reach of the majority, über luxe is the order of the day. So limited edition is almost out of reach – like Macallan’s 57 Year Old. It retails at $15,000 and is presented in a Lalique bottle, individually numbered; with only 400 decanters ever made. It’s connoisseurship taken to extremes.

magnerscider.com

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caorunngin.com

themacallan.com

Now that Cachaca is mainstream and caipirinha is the party cocktail of choice, super premium brands are growing like Cabana Cachaca: authentically double batch distilled and then mellowed for nine months in Jequitibá wooden barrels, or Leblon super premium cachaca. The question is, when drinks like cachaca are mainstream and going super premium, what’s next? We’re watching and wondering if Chinese Maotai could be the next big thing?

cabanacachaca.com Dragon

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01 UBER-OBSCURE

02 NEW WORLD ORDER

veevlife.com CABANA cachaca MAGNERS – Bungalow8

CAORUNN GIN

THE Macallan in lalique 57 year old

magnerscider.com

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caorunngin.com

themacallan.com

cabanacachaca.com Dragon

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PICTURE IT Agwa de Bolivia – Coca Leaf Liqueur

Cult Agwa de Bolivia, made from coca leaves shipped under armed guard from Bolivia, is spreading its appeal – encouraging people to join the revolution. It’s one of many hybrid international new breed alcohols like Shanghai White premium vodka which brings baijiu distilling know-how to age old vodka traditions to create a new generation of vodka. And with Absolut’s launch of Absolut Tropics, far flung shores are evidently hot to trot in drinks.

agwabuzz.com

03 EUPHORIA

Euphoria is a reflection of the free spiritedness, defiance and disobedience that can emerge in hard times. It spawns a refusal to conform; the need to express oneself. Seeking diversion, thrills, new outlets for creativity and expression. And while the drinks industry has always been about kicking back and having fun, this trend turns up the happy-go-lucky dial to the max: via humour, thrills, excess, escape, dark humour, and beyond….

Dragon Rouge’s global societal trends

A biennial event co-created by Dragon Rouge’s offices internationally, our trends have a 2-5 trajectory and impact products and services. We apply them in innovation and workshops and pride ourselves on their balance of inspiration and applicability. Get in touch if you want to know more.

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BOMPAS & PARR

Happy hour chandelier

GO WODKA

Bompas & Parr created a walk-in experience where visitors donned protective suits to step into a mist of vaporized G&T, which was imbibed by inhalation. Playful abandon is the theme for Absolut’s leather-look studded Rock Edition bottle, while Some Young Punks ‘Drink n Stick’ a Bettie Page-esque pin up girl, where the drinker is invited to dress in better adhesive clothes! (Photo credit: from top, Greta Ilieva, Dan Price)

Designed by Marcel Wanders, Happy Hour Chandelier is an interactive performance in which a dancing angel hangs from the ceiling chandelier and pours flutes of champagne for the waiting crowd below. Taking the drinking (and eating) experience to new heights is Dinner in the Sky’s formal dining at 100s of metres above famous landmarks worldwide – euphoric indeed!

Claiming to be the ‘World’s first drink in a tube’, Go Wodka gives a strong hit of vodka plus an energizing kick and is designed to be a pocket-size shot of pleasure. And hedonist imagery treads a fine line with dark danger, reflected in the French absinthe brand Pandor’s skull design packaging or Lucid’s menacing black cat design.

jellymongers.co.uk

happyhourchandelier.com

go-more.com

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PICTURE IT Agwa de Bolivia – Coca Leaf Liqueur

agwabuzz.com

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Dragon Rouge’s global societal trends

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BOMPAS & PARR

Happy hour chandelier

GO WODKA

jellymongers.co.uk

happyhourchandelier.com

go-more.com

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TO BE CONTINUED...

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DAVID BEARE C R E AT I V E D I R E C T O R

Geranium Gin, yet to launch in the UK, is a perfect mix of 10 fresh and dried botanicals using new technology and traditional gin making. Watch this space... geraniumgin.com

SENIOR CONSULTANT

The Ace Hotel in Portland has partnered with local distillers House Spirits to stock mini-bars with limited edition artisan spirits. Great to see a hotel supporting local initiatives. acehotel.com/portland

About Dragon Rouge

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Managing Editor

Dragon Rouge is a global agency with a positive view on the world. We always believe there are opportunities to be found.

As you can see we have some interesting thoughts on brands; what works, what doesn’t and what should never have been tried in the first place. If you do have a branding challenge that you’d like to discuss or if you’d like us to explore a new issue altogether, give us a call or send us an email, we’ll give you a fresh perspective, challenge your thinking and probably make you laugh as well.

Kerry O’Connor

Independent in ownership and outlook we have the insights, imagination and freedom to look at things differently, challenge standard expectations and help clients and their brands to be the best they can be.

Claire Nuttall CLIENT DIRECTOR

Kate Jones SENIOR DESIGNER

No time is wasted with the Philip Stein Wine Wand. By accelerating the aerating process there's a perfect wine ready to drink in a matter of minutes.

The Doodle Bar, an event-only bar in Battersea, invites people to doodle on the white washed walls, the tables, chairs and even the waiters. It means I can doodle at work and in my free time!

philipstein.com

thedoodlebar.com

From six locations across the world comes a team of 300 talented individuals, with different backgrounds, skills, ideas and experiences – but with the common aim of maximising opportunities through brand strategy, design and innovation. For more than 25 years we’ve been known for our thinking and our creativity, for getting things done, delivering results and for giving our clients the confidence to pursue the future they desire.

CHRIS BARBER C R E AT I V E D I R E C T O R

Lucky 7 wine from Australian winery Friday Monkey uses a beautifully simple domino graphic to indicate different ranges' provenance. One dot for Chilean, two for Australian, three for Argentinian. Spot on! fridaymonkeywine.com

Dragonfly 1 Craven Hill, London, W2 3EN

T F E W

+44 (0)20 7262 4488 +44 (0)20 7262 6406 dragonfly@dragonrouge.co.uk dragonrouge.co.uk

Dragon Rouge Group

Dubai Hamburg London New York Paris Warsaw Creative Director & Editorial Designer

Teri Van Selm DESIGNER

The world's first single pour vodka icewine martini, Vice Vodka Ice Wine, made from award winning VQA Niagara icewine and Canadian vodka. Luxurious decadent indulgence in a glass.

David Beare PRODUCTION

John Cox

contributors /Image suppliers

Absolut Agwa de Bolivia Ballantine’s Bompas & Parr Cabana Cachaca Caorunn Gin Christian Wilson DrinkAware Fredrik Olsson The Gerber Juice Company Ltd. Go Wodka Happy Hour Chandelier The Macallan in Lalique 57 Year Old Magners Nick Short Peter Moore Rob Jones Roderick Blaylock Saf Restaurant Slow Cow Drink Smirnoff Stephen Loftus Tom Lambert Tony Goodall Veev Vodka14 Repro and printing

Printed by Screaming Colour on Evolution Uncoated stock, which is FSC certified and 100% recycled.

Editor

Kate Waddell

vicemartini.com

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TO BE CONTINUED...

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DAVID BEARE C R E AT I V E D I R E C T O R

Geranium Gin, yet to launch in the UK, is a perfect mix of 10 fresh and dried botanicals using new technology and traditional gin making. Watch this space... geraniumgin.com

SENIOR CONSULTANT

About Dragon Rouge

GET IN TOUCH

Managing Editor

Dragon Rouge is a global agency with a positive view on the world. We always believe there are opportunities to be found.

Kerry O’Connor

Claire Nuttall CLIENT DIRECTOR

Kate Jones SENIOR DESIGNER

No time is wasted with the Philip Stein Wine Wand. By accelerating the aerating process there's a perfect wine ready to drink in a matter of minutes.

The Doodle Bar, an event-only bar in Battersea, invites people to doodle on the white washed walls, the tables, chairs and even the waiters. It means I can doodle at work and in my free time!

philipstein.com

thedoodlebar.com

CHRIS BARBER C R E AT I V E D I R E C T O R

Dragonfly 1 Craven Hill, London, W2 3EN

T F E W

+44 (0)20 7262 4488 +44 (0)20 7262 6406 dragonfly@dragonrouge.co.uk dragonrouge.co.uk

Dragon Rouge Group

Dubai Hamburg London New York Paris Warsaw Creative Director & Editorial Designer

Teri Van Selm DESIGNER

The world's first single pour vodka icewine martini, Vice Vodka Ice Wine, made from award winning VQA Niagara icewine and Canadian vodka. Luxurious decadent indulgence in a glass.

David Beare PRODUCTION

John Cox

contributors /Image suppliers

Printed by Screaming Colour on Evolution Uncoated stock, which is FSC certified and 100% recycled.

Editor

Kate Waddell

vicemartini.com

21 Dragon

Dragon

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23 Dragon