News 1
2
3
TOP 10
Drinks Trade digital stories THE ROUND UP OF THE BIGGEST STORIES OVER THE LAST 12 WEEKS. FROM THE CARLSBERG LIVERPOOL ‘CHAMPIONS CAN’ TO VB AFTER SHAVE, WE’VE GOT THE ROUND UP OF ALL THE EYE CATCHING STORIES.
1. CARLSBERG RELEASES LIMITED EDITION LIVERPOOL FC CANS Carlsberg celebrated Liverpool FC winning the Premier League by launching a limited edition ‘champions can’ for fans in 25 countries around the world. The limited-edition packaging saw Carlsberg switch its iconic green colour to Liverpool FC’s equally iconic red, while the club’s crest and player signatures appeared on the cans. Approximately 20,000 cartons were produced for the Australian market under licence by Coopers Brewery, bound for liquor stores around Australia. Almost 100 Liverpool FC fans who had pre-purchased celebration cans gathered at the Highway Hotel at Plympton in Adelaide in early July, where the first delivery was made to the Thirsty Camel bottle shop. Some fans drove up to five hours to collect their cans.
6 drinks trade
2. VICTORIA BITTER RELEASES A FRAGRANCE CALLED THIRST Victoria Bitter has launched its first fragrance – Thirst. A scent by VB – featuring the essence of the Super Pride hops used to brew the beer. The packaging is inspired by the iconic Victoria Bitter stubby and features the slogan “eau de hard work”. Victoria Bitter’s Marketing Director, Hayden Turner said: “We love hard work, but let’s be honest, no one wants to be the person who brings the smell of the worksite to the pub, which is why we created Thirst.” “It enhances that perfect knock off moment – a spray of Thirst, followed by an ice cold VB at the pub with your mates. We wanted to honour that moment with a fragrance that every hard-working, VB drinking, Aussie man would be proud to wear.” 3. ALCOHOLIC SELTZER THREATENS BEER SALES Nielsen is predicting alcoholic seltzer will erode beer and wine sales as the segment
continues to gather momentum during COVID-19. The verdict comes as Lion prepares to launch the world’s biggest selling brand – White Claw – in Australia. In a new report Nielsen cautions suppliers not to underestimate alcoholic seltzers, saying they pose a threat to traditional flavoured beverages and core beer options. During the 15-week period ended June 13, 2020, alcoholic seltzer off-premise sales within US retail quadrupled on a year-overyear basis, an increase of $900 million. “Total hard seltzer sales for the 52week period ended June 13, 2020 were $2.7 billion, and dollar share of total beer/ flavoured malt beverage/cider has now exceeded 10% for four consecutive weeks (more than double the 4.4% share it held as of the 52-week period ending February 29, 2020),” Nielsen reports. “Given this trajectory, we think it’s possible that hard seltzer’s share could reach 15% before the end of the summer.”
