ADRIATICO is once again disrupting the amaretto category by expanding its portfolio, this time in the world of rum. ADRIATICO Amaretto today announces the launch of ADRIATICO Roasted Amaretto Planteray Rum Cask, a new limited edition amaretto made up of only 2,600 bottles, in collaboration with the prestigious rum producer.
This is the fourth limited edition ADRIATICO Amaretto release following the successful Heaven Hill Bourbon Cask, Caroni Rum Cask and Bonollo Grappa Cask expressions. The new limited edition expression ages ADRIATICO Roasted Amaretto for eight months in ex-Planteray Fijian Rum casks, creating an intense amaretto with nuances of classic rum flavours.
As part of the collaboration, Maison Ferrand, producers of Planteray Rum, have also used ADRIATICO Amaretto casks to age their Barbados Single Cask Rum from 2017. This will be the first time that a rum has been matured in an ex-amaretto cask and approximately 1,500 bottles will be released.
“It was essential to have a very intense rum to complement the intensity of the amaretto,” said Fannie Thibaud, Head of Creation and Experimentation at Maison Ferrand. “Amaretto is quite sweet, so we needed a rum that was more tannic and structured to achieve a nicely balanced palate. Additionally, the almond and sweet orange notes pair perfectly with the coffee and toasted flavours of the Fiji rum, with slightly animalistic notes that further enhance the marriage of these spirits.”
Jean-Robert Bellanger, Co-Founder of ADRIATICO Amaretto, says: “We are thrilled to collaborate with such a famous rum producer for our fourth limited edition expression. Planteray is a leader in the rum category, producing original blends and single-cask rums from around the world. We found that the Planteray Fijian Rum Casks enhanced ADRIATICO Roasted Amaretto beautifully. We decided to trade our ADRIATICO Roasted Amaretto casks with the founder of Planteray, Alexandre Gabriel, so that he could age his Barbados Single Cask Rum in our Amaretto casks and so that we could use his rum casks to age our Amaretto, creating a fantastic limited edition rum and amaretto. The result is a cosy amaretto with hints of spices and strength.”
WKD X, the caffeine-containing 7% ABV innovative sub-brand from the leading RTD, is building on the strong successes achieved since its 2022 launch with the introduction of two additional flavour variants and its first dedicated media campaign.
Drawing its inspiration from the energy drinks category, WKD X variants contain caffeine, guarana and taurine, and compete in the fast-growing ‘enhanced RTD’ segment of the overall alcoholic ready-to-drink category.
The two all-new flavours – Purple Grape and Citrus Ice – join the existing line-up of Blue Raspberry, Mango Passion, and Dark Berry, available in 500ml single cans.
Having extended the offering only last year from an initial two variants launched in 2022 to three flavours, this latest range expansion to five enticing fruit flavours is testimony to both WKD X’s success to date and to the importance that brand owner SHS Drinks attributes to the continued market potential of high energy/higher ABV ‘enhanced RTDs’.
New WKD X Purple Grape and WKD X Citrus Ice complement the existing variants, further bolstering the range’s on-shelf presence and, importantly, reflecting flavours which are trending in both drinks and non-drink categories. The new variants will initially be offered in £2.99 price-marked cans only, mirroring the importance and appeal of PMP offerings in the impulse channel, the real heartland for ‘enhanced RTD’ sales.
Aligning with the launch of the new flavours, this autumn also marks the appearance of the first-ever ad campaign for WKD X. Appearing across 1200 poster sites UK-wide for a high-profile three-week burst from late October into November, two forthright and confident executions will build awareness of the existing SKUs.
Using bold colourways and impactful capital letters, 6-sheet poster sites nationwide will proclaim ‘SHOUT OUT TO OUR X-ES’ or declare ‘SO XTRA’, alongside pack imagery of the already-established Blue Raspberry, Mango Passion, and Dark Berry flavour variants. Augmenting the out-of-home campaign, WKD X will also benefit from significant social media and influencer-related activity throughout the autumn.
WKD X volumes are currently growing 88 per cent year-on-year [Nielsen GB MAT to 10.08.24] and 106 per cent over the last quarter. This strong upward trajectory is set to benefit from a notable further step-change with a new listing in Morrisons Daily stores coming on stream this month [October]. Two WKD X variants – Blue Raspberry, and Mango Passion – are to be stocked in 650 of the chain’s outlets.
“WKD X has proven to be a great success since its introduction. The 18 to 24-year-old core target audience has really bought into what the range stands for: a convenient way to get a caffeine fix. Consumers are well versed in mixing alcoholic drinks with energy drinks but WKD X delivers the convenience of a pre-mixed format from a nationally recognised brand that’s known and loved,” Alison Gray, head of brand – WKD at SHS Drinks, said.
“The further expansion of WKD X to five variants, with the addition of the new Purple Grape and Citrus Ice flavours, emphasises conclusively both our commitment to the range and consumers’ overwhelmingly positive reaction to developments so far. Our striking new poster ads are going to build even greater awareness and help elevate WKD X to the next level.”
Win £5,000 to donate to a local football initiative
Guinness is kicking off the Autumn with a new Premier League partnership. The four-year agreement will see Guinness become the Official Beer of the Premier League, and Guinness 0.0 as the Official Non-Alcoholic Beer. The partnership comes with Guinness looking to tap into culturally relevant occasions throughout the year and engage with a wider audience, reminding shoppers that football is a lovely game for a Guinness.
To recognise the vital role retailers play within communities, Guinness is giving one lucky retailer the chance to win a prize of £5,000 to donate to a local football initiative. From investing in training, to upgrading sports equipment, or purchasing new football kit, the £5,000 prize will help to improve access and enjoyment of the game locally. To enter the competition, existing Diageo One retailers simply have to visit Diageo One and complete a short form. If not yet a Diageo One member, all other retailers can enter by clicking here, and filling out a short form with their details.
The competition aims to bring communities together and harness the power of sport to do so. As a brand, Guinness continues to invest in driving relevancy and use dedicated support for the impulse channel to tap into the match-day occasion
Five retailers around the country have been chosen to host football takeovers within their stores. Each will have football themed giveaways, Guinness-branded merchandise, free street-food and football-themed games. To get a slice of the match-day action, retailers can download their own "Lovely Game for a Guinness" POS via Diageo One.
“Whether you’re a spectator or a player, football has the power to bring people together," said David Mills, Commercial Sales Manager, Diageo. "Our new partnership with the Premier League represents a huge opportunity for Guinness to engage at not only a global level but also more locally too. Retailers and local football clubs sit at the heart of their communities, and we want to support them and give something back. The £5,000 grant will be awarded to one retailer and their chosen football initiative to make a positive difference.”
To enter the Guinness x Premier League community fund competition, and not already a Diageo One user, convenience retailers must visit Diageo One and fill out a short form with their details between 23rd October 2024 at 00:01am and 20th November 2024 at 23:59pm. Existing Diageo One retailers to visit Diageo One and complete the short form. Winners will be contacted via email and follow up phone call within 48 hours of being randomly selected. For full terms and conditions visit Diageo One.
*Retail businesses UK 18+. Opens 23 October 2024 at 00:01am closes 20 November 2024 at 23:59pm. Purchase not necessary. To enter simply Diageo One and fill out a short form. One winner total. Winners to receive £5,000 cash prize to donate to a local community, made via bank transfer.
Accolade Wines-owned wine brand, Hardys has announced £1 million investment for its latest marketing campaign, spanning both out-of-home and ATL activity, setting the stage for an exciting Autumn – and beyond.
Building on the success of its global creative platform The Joy of Certainty, Hardys is taking its message of trust, quality, and modernity to a broader audience with a major ITV partnership in drama programming and out-of-home (OOH) advertising.
With nearly 170 years of winemaking heritage, Hardys is one of Australia’s oldest vineyards, and its reputation for excellence continues to grow, now the third most frequently recalled and recognised wine brand in the UK [System 1 Brand Health Survey Wave 6 ’24].
As part of the significant UK investment, Hardys has rolled out an ambitious OOH campaign, spotlighting its higher end Hardys Crest Cabernet Shiraz Merlot bottle. To date, the campaign has featured across high-impact large-format displays in major cities including London, Manchester, and Birmingham as well as key transport hubs such as London Waterloo and Manchester Piccadilly. With the addition of numerous digital six-sheet screens, the campaign is set to achieve estimated audience impacts of 17 million individuals.
In a major strategic move, Hardys has teamed up with ITV in a partnership with drama programming, debuting a series of brand-new idents that will air during popular ITV dramas and soaps, with additional online placements to extend the campaign’s reach.
Set to launch from 27 October, these light-hearted idents will engage viewers through relatable ‘drama truths and tropes’, aligning the certainty of Hardys with the unpredictability of their favourite TV characters and plot lines.
“With over 9,000 global awards and a growing fanbase, each bottle of Hardys wine offers the sense of certainty that drama fans will be seeking amid all the twists and turns,” Tom Smith, marketing director Europe at Accolade Wines, said.
Hardys has the highest penetration and the highest purchase frequency of any wine brand in the UK, underscoring its trusted position in the UK market [NielsenIQ, 07.09.24]. Over 37.8 million litres of Hardys wine have been sold, enough to fill the cargo space of over 934 Boeing 747-800s, reflecting the brand’s strong presence and ongoing appeal to wine lovers.
“As the UK’s top wine brand, with over 3.8 million households purchasing a bottle in the last year, Hardys sees nearly one million bottles consumed each week. Retailers should start stocking up now, as consumers will be actively seeking Hardy’s on shelves, presenting a prime opportunity to boost sales,” Smith added.
“With the highest repeat purchase rate of any wine brand, Hardys isn’t just a drink – it’s a trusted companion. Our ITV drama programming partnership seamlessly connects drama-filled TV moments with the enjoyment of Hardys reliable, high-quality wine, elevating both the viewing and drinking experience for customers.”
Rampur Distillery today launches its latest Indian Single Malt Whisky expression, Rampur Barrel Blush. Rampur Barrel Blush is matured in American Bourbon barrels before being finished in Australian Shiraz Wine Casks carefully selected by Master Distiller Anup Barik. Rampur Distillery is operated by Radico Khaitan Limited, which was established in 1943 and is one of India’s leading alcohol beverage companies.
This premium single malt features a complex flavour profile, with the initial maturation in American Bourbon barrels imparting notes of vanilla, oak, and soft spices. The Australian Shiraz wine casks add a layer of ripe berries, dark fruit, and a subtle tannic touch, creating a balanced yet bold expression.
“As the whisky consumer market continues to evolve, the release of Rampur Barrel Blush not only highlights our commitment to innovation and excellence but also offers us the opportunity to present our craftsmanship to whisky enthusiasts worldwide,” said Sanjeev Banga, President of International Business at Radico Khaitan.
Kunal Madan, Vice President of International Business at Radico Khaitan added, “We have poured our passion into this blend, meticulously experimenting with unique maturation techniques to create a whisky that authentically reflects our heritage. We have continued to push boundaries with the launch of Rampur Barrel Blush. The use of Australian Shiraz casks continues Rampur’s legacy of experimenting with different cask combinations and compliments Rampur’s characteristic of fruity and floral whisky.”
Leading independent drinks business, Global Brands, has launched GATHER Gourmet Cocktails, a super-premium range of canned cocktails in five flavours.
Launching across the UK on Oct 1, GATHER combines classic cocktail flavours with an innovative, indulgent twist, designed to offer a sophisticated yet laid-back drinking experience.
With premiumisation seeing a surge in popularity within the RTD cocktail category, GATHER’s launch is driven by the demand for both bar-quality cocktails at home, and venues seeking a high quality, easy-to-serve option.
Launching in 150ml cans, with ABVs ranging from 12% to 14.9%, GATHER provides an elevated drinking experience, providing a quality crafted cocktail in a convenient RTD format.
GATHER is available in five indulgent flavour combinations, each with its own individual stylish can design; Chocolate Honeycomb Espresso Martini (14.9% ABV), Raspberry Ripple Daiquiri (13.6% ABV), Caramelised Pineapple Rum Punch (13.3% ABV), Spicy Mango Margarita (12.2% ABV) and Salted Caramel Banana Colada (12% ABV).
Emily Seddon, Brand Manager at GATHER, said: "Gather caters to diverse preferences, led by industry insights that have influenced flavour, texture, price, design and ABV – providing venues and retailers with the ability to provide indulgent, bar quality cocktails for their customers.
“The flavours are inspired by classic cocktails, some of which have seen a resurgence in popularity over the past year*, but with a decadent twist, designed to capture the attention of discerning foodies and cocktail enthusiasts.”
GATHER carries an RRP of £3.50 per can, and is now available in mixed packs to both the on and off-trade VIA Amazon Good Time In.
The brand is already seeing recognition within the industry, having been shortlisted for The Grocer’s Label & Pack Design of the Year as part of the New Product & Packaging Awards, with the Salted Caramel Banana Colada named a finalist in the Alcoholic Drinks category.