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Trade Activity. Events and promotions
SOUTHERN COMFORT COLLABORATES WITH BARNEY COOLS
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Aussie lifestyle clothing brand, Barney Cools, and Southern Comfort have joined together to celebrate the essence of New Orleans through parties, drinks and clothing this summer. Both brands have created a range of limited edition clothing made available to Aussies in the off and on-premise trade with partnered customers. The idea was born of a trip Barney Cools’ co-founder, Nat Taubman, took to New Orleans, Louisiana (NOLA) where the inspiration came from the unique culture. “It’s all about freedom of expression, inclusivity, southern hospitality and a never-ending good time. Southern Comfort embodies these qualities and its brand home is New Orleans, so it was perfect,” said Nat. The partnership between Southern Comfort and Barney Cools has allowed creation of an extensive clothing line – three hat designs, ‘Gator’ tees and party shirts, all inspired by the New Orleans experiences of the two brands.
CRAFT CARTEL LIQUOR LAUNCHES CRAFT BEER CLUB
It was craft beer drinkers’ unquenchable thirst for new drops that inspired the launch of Craft Cartel Liquor’s Craft Beer Club. Craft Cartel Liquor’s Craft Beer Club allows subscribers to top up their fridges with 8 ($59) or 16 ($99) unique beers each month or quarter. Club members receive a diverse range of styles including seasonal, limitededition releases, lesser-known brands as well as a few internationals. For a limited-time Craft Cartel Liquor are offering customers their first case for just $1 when signing up to a monthly club plan between until the end of March 2019. Craft Cartel Liquor is the brainchild of beer enthusiast, journalist and 2GB’s Food & Wine Show host, Ben Malouf. Craft Cartel Liquor offers over 700 curated craft beers in its Constitution Hill (NSW) store as well as online, for national distribution. “Customers are flocking to our store and heading online to get their hands on the latest beers, with many purchasing beers they haven’t previously tried. The demand for seasonal, limited edition and small batch brews is incredible,” said Ben Malouf.
H2COCO TO CONQUER US WITH COCONUT WATER
Australia’s coconut water innovator H2coco will be exhibiting at the Natural Products Expo West trade show at the Anaheim Convention Centre taking its first steps to enter the US market. One of only a small number of Australian companies exhibiting, it will give the brand exposure to 85,000 people including innovators and industry leaders. It will introduce Pure Pink Coconut Water, Functional Coconut Water, Collagen Water and world-first innovations H2melon Long Life Watermelon Water and H2nana Real Banana whilst exploring new market opportunities with imports, distribution partners and retailers.
The world’s first distilled non-alcoholic spirit, Seedlip, has announced a new global partnership with Mercedes-AMG Petronas Motorsport as an official supplier to the reigning FIA Formula One™ World Champions.
As part of the campaign, exclusive Seedlip cocktails will be served in the team’s hospitality at all Formula One Grands Prix, enriching the guest experience with sophisticated non-alcoholic options.
“We are honoured to partner with Mercedes-AMG Petronas Motorsport and together provide a global platform for the designated driver. With a shared commitment to innovation & technical excellence we are incredibly excited to work together throughout the F1 season,” Ben Branson, Founder of Seedlip says.
‘It’s fantastic to welcome an energetic young brand like Seedlip to Mercedes-AMG Petronas Motorsport,’ says Toto Wolff, Team Principal & CEO.
Founded three years ago, Seedlip is on a mission to solve the age-old dilemma of ‘what to drink when you’re not drinking®’ with the world’s first distilled non-alcoholic spirits. Seedlip’s range of three spirits (Seedlip Spice 94, Seedlip Garden 108 and Seedlip Grove 42) is available in over 25 countries and served in the world’s best cocktail bars, restaurants & hotels.
CELEBRATING WOMEN IN GIN
As part of International Women’s Day, The Gin Queen, Caroline Childerly hosted the Women in Gin event at Brogan’s Way Distillery in Richmond, Melbourne. Brogan Carr, Australia’s only Master Distiller and the head distiller at Brogan’s Way spoke along with Holly Klintworth from Bass and Flinders Distillery and Dervilla McGowan from small-batch gin distillery, Anther. All three distillers discussed the path that led them to head up boutique gin distilleries and the challenges and rewards they were presented with along the way. Guests tasted a variety of delicious boutique gins in a meet and greet with the makers. The backdrop was the magnificent Brogan’s Way custommade copper still affectionately named, Gilly. The Gin Queen, Caroline Childerly
PATRICIA LAUNCHES ITS 16TH RELEASE
The Patricia range of wines is named in honour of the family matriarch, Patricia Brown, who was integral to the growth and prosperity of the Brown family wine business. Partnering with Broadsheet, the Brown Family Wine Group launched the latest releases of the coveted Patricia range of wines at a series of consumer reader events. Drinks Trade attended the Melbourne dinner held at St Crispin. The Patricia Chardonnay 2017 was superbly matched with the Hiramasa kingfish while the Patricia Shiraz 2015 was a perfect match with the Sher wagyu rump and the Patricia Cabernet Sauvignon 2015 was partnered with cheese. Guests also had the opportunity to taste the Limited Release Brown Brothers Albariño 2018 and the Shiraz Mondeuse and Cabernet Sauvignon 2013 blend. Dessert was of course finished off with the sublime Brown Brothers Patricia Noble Riesling 2014.
DIAGEO TRANSPORTS SHOPPERS TO SCOTLAND
Through an exciting in-store sensory experience, shoppers at Dan Murphy’s will be treated to a discovery journey through the Scottish whisky regions as part of Diageo’s March Into Malts campaign. Diageo Australia partnered with Reed Pacific Media & Dan Murphy’s to create four scents that represent the distinct aromas of the famous Scottish countryside.
The campaign is designed to educate consumers on the extensive depth and range of Diageo’s Scottish single malt whiskies. Consumers will be guided by scented point of sale materials on a multi-sensory journey. Four unique fragrances were created in conjunction with Simon McGoram, Diageo’s National Whisky Ambassador, representing Lowlands, Highlands, Speyside & Islands whisky.
Photos: Parker Blain for Broadsheet
