Trade Activity: Events and promotions

TRADE ACTIVITY

THE BUSINESS BEHIND THE BRANDS

GAMES OF THRONES WHISKIES LAUNCHED AT MJØLNER IN SYDNEY

The launch party for the Diageo and HBO Game of Thrones (GoT) limited-edition whiskies was held at the perfectly fitting Viking-inspired Mjølner in Sydney. The collection of seven single malt scotch whiskies are inspired by the iconic TV programme’s six Houses of Westeros and the Night’s Watch.

Waiters and bartenders were dressed in leather corsets and cuffs with linen shirts and woven fabrics, much like being on the set of GoT. Seven large wooden tables were dispersed around the venue, each themed around a different whisky from the collection. Decorated with objects and food that symbolised its designated whisky’s palates and GoT House.

DEAD RABBIT IRISH WHISKEY LAUNCH

It was only fitting that the Australian launch of Dead Rabbit from the Dublin Liberties Distillery took place at The Burrow in Sydney, a bar tucked away in an alley, behind a small steel door, stained with the letter ‘B’.

Southtrade International showcased this unique blend to the trade made from 35 per cent Irish Malt and 65 per cent whiskey grain. Finished in small, hand-crafted, first-fill American oak barrels, Dead Rabbit has depth and character with a lingering note of sweet vanilla and bourbon.

Along with Dead Rabbit, other whiskies from the Dublin Liberties whiskey range were on tasting including the Oak Devil and Copper Alley.

The Oak devil tasted like “Christmas cake infused with chilli”, said Geoff Sperian, the Dublin Liberties global brand ambassador. Whereas Copper Alley has distinct notes of sherry and dark fruit from ten years aging in bourbon casks and finished in 30-year-old sherry casks.

MILLER DESIGN LAB - A CREATIVE CAMPAIGN

The Miller Genuine Draft’s, Miller Design Lab was an innovative and unexpected creative campaign where people enjoyed art, culture, music and the refreshing taste of Miller Genuine Draft while they engaged with the brand in a new and innovative way.

The sold-out events had over 2,000 people attend over the 10 days and attracted some of the hottest acts in music to collaborate with the brand including MoJo Juju, Yo Mafia, Total Giovanni, Spacey Space, Sunshine, CASSETTE, Alice Q, DAWS, Lewis Cancut and DJ Sezzo, amongst others. Designers who were involved in the concept included light sculptor, Meagan Streader, street artist, Buff Diss, Pitch Studios Founder and Creative Director, Christie Morgan and textile creators, DREAMCATCHERSDREAMTIME X Think Positive Prints. All five designers created an immersive concept for guests within the SoHigh gallery space which was a reflection of the ‘gold is the new black’ theme and an engaging expression of their interpretation of exceptional experiences, with Buff, Meagan and Christie all hailing from Melbourne.

ST HUGO CHIEF WINEMAKER, PETER MUNRO,TRACKSIDE AT MELBOURNE F1

Pernod Ricard’s premium Australian wine brand, St Hugo, was served trackside at this year’s Australian Formula 1 Rolex Grand Prix. It is the first year of a partnership that showcases the brand to high-end consumers and aspirational drinkers in the exclusive Paddock Club. The event served as the perfect opportunity to introduce the new Chief Winemaker, Peter Munro, who was in attendance at the Paddock Club.

The Paddock Club is not too dissimilar to the Bird Cage at Flemington where corporate hospitality and well-dressed sports aficionados enjoy the buzz of competition alongside high-end consumer goods and entertainment; instead of the usual bubbles and celebratory marquees, a premium wine brand that includes a multi award winning Coonawarra Cabernet, was the centre of beverage attention among the beautiful people. And what a stage to announce the new Chief Winemaker. Peter Munro has taken on the responsibility for the style and quality, character and elegance of one of Australia’s iconic wine brands. Munro has experience spanning the Barossa, Tasmania, Hawke’s Bay and the Napa Valley, and with more than 20 years under his belt and love of both art and science, Munro is ready for an exciting new challenge in his winemaking career. “My passion is to create outstanding fine wines that excite the consumer, wines to be enjoyed and interpreted over time. A good wine should be an imaginative and poetic reflection of its origin.

It’s an honour to join this incredible team of winemakers and I look forward to crafting wines for a brand that I’ve long admired.” Peter said.

The St Hugo Cabernet has won a gold medal in every year of its making, the brand having accumulated over 1000 wine show awards and over 30 trophies.

LA LA LAND SPONSORS OF WEST SIDE STORY

La La Land the is proud to announce they are the official wine for the 2019 Broadway Classic musical West Side Story. This eclectic collection of Victorian wines, crafted from less common grape varieties and oozing creative flair, will be served at all official events, including the star-studded opening nights and VIP Gala nights.

ILG NSW GOLF DAY A BIG HIT

ILG members were back at Kooindah Waters for the fifth year in a row with 120 golf players for an 18-hole round on an Ambrose shotgun start. ILG’s Golf Days continue to be a strong exchange platform well received and enjoyed by members, both retailers and suppliers.

Tom Andrews of the Belmore Hotel, David Begg of Casella Wines and Blake Stanley of Campari were joined by a last-minute ring-in and ended up winners on the day with a net 56.

ILG CEO, Paul Esposito, congratulated all members. “You guys are smashing it. You’re buying more product than you were last year and the results look strong. The trading team has put a good programme together – you’ve seen that with more catalogues and we’re mixing it up. Especially this month, with Easter moving into April, it looks like we’re going to beat last years’ number, that’s a good effort,” he said.

“This can’t be done without your support, and we’ve got some good things in place. We need to stick together and continue down that road, and we look forward to sharing our continued vision on how we can develop in the future,” he continued.