Carlsberg Marston’s Brewing Company (CMBC) is bringing a taste of New York to the UK with the introduction of The Stonewall Inn IPA. This exceptional beer, created by craft legends Brooklyn Brewery in partnership with the iconic Stonewall Inn, New York City, is set to captivate UK drinkers with its unique flavour and rich heritage.
The Stonewall Inn IPA stands out as an expertly crafted, slightly hazy IPA that’s perfect for any occasion. With its distinctive blend of bold grapefruit and bright, citrus peel notes, the beer offers a balanced flavour profile that combines subtle hop bitterness with a refreshing, slightly dry finish. At 4.3% ABV, it’s an inviting choice for both IPA aficionados and those new to craft beer, promising a delightful drinking experience that lives up to the beer’s motto- “Fresh. Lively. Proud.”
Following the soaring success of Brooklyn Pilsner, The Stonewall Inn IPA is CMBC’s latest offering from Brooklyn Brewery. Originating in New York City, the beer was first brewed in 2017 by Brooklyn Brewery’s acclaimed Brewmaster Garrett Oliver at the request of the owners of the world-famous Stonewall Inn, for which it was named and whose legacy it was created to celebrate.
The beer not only pays homage to the Stonewall Inn’s legacy, but also celebrates the 2017 launch of the Stonewall Inn Gives Back Initiative (SIGBI), a charity supporting LGBTQ+ communities globally.
In April, CMBC will honour the launch by hosting the Stonewall Inn owners, Stacy Lentz and Kurt Kelly, at an exclusive event in Shoreditch, London. Ahead of the event, Brooklyn Brewery will be running a social media competition to give members of the public the unmissable opportunity to win an invitation to join this one-night-only celebration, with more details to be released in the coming weeks.
This beer’s UK introduction marks a significant step in CMBC’s mission to further enrich its diverse ale portfolio, which includes well-known brands such as Hobgoblin and Wainwright.
Jo Marshall, Director of Marketing for Ales & Craft at CMBC, said, “Introducing The Stonewall Inn IPA to the UK is a milestone moment for us. It’s more than just a beer; it’s a story, a legacy, and a testament to the craftmanship that goes into each sip. We’re thrilled to offer this remarkable IPA to UK drinkers and to celebrate the enduring spirit of The Stonewall Inn.”
On the origins of the collaboration, Kurt Kelly, co-owner of The Stonewall Inn, said, “We approached Brooklyn Brewery back in 2017 with the idea of a unique way to mark the launch of our charity, the Stonewall Inn Gives Back Initiative (SIGBI) – a new, delicious beer that celebrates The Stonewall Inn’s remarkable history and the fantastic work that SIGBI is set up to do. We couldn’t be more pleased with The Stonewall Inn IPA and have been proudly pouring it here at The Stonewall Inn ever since.”
Stacy Lentz, CEO/Co-founder of The Stonewall Inn Gives Back Initiative, said, “Our partnership with Brooklyn Brewery and with Carlsberg Group supports SIGBI’s ongoing efforts to create space for grass roots activism and promote understanding and respect for LGBTQ+ communities worldwide. It’s a proud day for us to see this fantastic beer arrive in the UK and help share the story and legacy of The Stonewall Inn, as well as promote the work we’re doing to this day through SIBGI.”
The Stonewall Inn IPA is a scalable, premium offering from CMBC for both the On and Off Trade, providing a flavourful, accessible craft beer that encourages consumers to trade up.
The UK launch of the beer follows successful launches in European markets including Italy, France and Denmark. The Stonewall Inn IPA will be available year-round in select retailers including Waitrose, Morrisons, Co-Op and Nisa, as well as pubs in can and draught format across the UK from March 2024.
Gordon’s has unveiled a new ATL campaign, “Mix It Up”. The ad, which shows consumers choosing to pace their consumption by switching between Gordon’s Pink and Gordon’s Pink 0.0%, has been created to empower consumers to moderate their consumption in a way that works for them.
Mix It Up is the first Gordon’s campaign to bring both Gordon’s Pink and Gordon’s Pink alcohol-free variants together in one advert. With 36 per cent of drinkers currently pacing their consumption with soft drinks and 49 per cent of alcohol-free occasions also featuring alcohol, the campaign offers those looking to moderate an option that doesn’t compromise on taste.
The new TVC invites viewers to join an evening out with a group of friends. As the group begin to drink their Gordon’s & Tonic, the screen splits in two to visually demonstrate how they choose to pace their night by switching between Gordon’s Pink and Gordon’s Pink 0.0%.
In addition to the new TVC, a suite of assets have been created to bring the campaign to life across social and digital channels. Whilst in the same universe as the commercial, the social content hero’s Gordon’s long-term partner Maya Jama who brings to life how she chooses to mix it up for followers.
“When creating this campaign, we wanted to demonstrate that moderation didn’t have to be a binary decision between having something alcoholic or alcohol free,” said Tayara Sousa Linke, Global Head of Marketing. “We know that this perceived choice impacts people’s decision to moderate, so, through Mix It Up, we wanted to highlight that it is possible to seamlessly switch between the two and enjoy the same great taste of Gordon’s Pink whilst moderating with Gordon’s Pink Alcohol Free.”
The new creative will run across BVOD, Social and Digital channels in GB.
Irish Whiskey brand Jameson has been the English Football League's (EFL) main spirits sponsor for two seasons and is deeply entrenched in all aspects of the league, including player sponsorships. It has now signed up with Admiral to celebrate both brands' association with the beautiful game. They have worked closely together to create a full retro-inspired tracksuit in Jameson’s signature green, featuring key elements from Admiral’s world-famous designs for team performance wear, to create a slouchy royal green trackie ready prepped for pubs, presents, party games and freezing cold five-a-sides this Christmas.
“Jameson shares a history rich with the beautiful game, so teaming up with an iconic heritage brand like Admiral felt like a natural fit, with the results speaking for themselves,” said Josh McCarthy, Brand Director for Pernod Ricard UK. “A classic tracksuit, from two classic brands, to look sharp after the match when buying your mates a round of Jameson, Ginger and Lime. Nostalgia is everywhere at the moment and growing up in Leicester, there was no shortage of Admiral tops in the park and at the local football clubs.”
Theo Hamburger, Head of Sales & Marketing, Admiral, said: “Our partnership with Jameson has flourished on the pitch through our range of football shirts, and we’re excited to elevate that collaboration with a new lifestyle collection. Jameson’s commitment to football over the years perfectly mirrors Admiral’s mission to be at the heart of football culture. Both brands share a rich heritage and history, making this collection a true reflection of the vibrant footballing spirit we aim to celebrate.
The collection will be available on Jameson’s website from 1 November.
An eye-catching design created by a customer is bringing a unique appeal to a new limited-edition range of king-size slim papers from the iconic Rizla brand.
The Super Thin Silver papers from the UK’s favourite rolling papers brand* come in three exciting and colourful designs, which form a complete image when placed together.
The final design - featuring an interpretation of Michelangelo’s sculpture David, with each version having a differing vibrant and colourful background - was chosen from more than 580 entries submitted via Instagram for a global competition which reached an audience of more than 2 million people.
The new papers provide retailers with an additional sales opportunity – and further demonstrate how the iconic Rizla brand continues to deliver strong visual appeal backed by unrivalled product quality.
Each bright and colourful pack contains 32 king size papers and is available to buy at an MRRP of just £0.99**.
They represent the latest chapter in Rizla’s unique journey which, for more than two centuries, has seen the brand pioneer major developments in this category – from the world’s first hand-rolling machine to the launch of rolling papers with gum, and papers with cut corners.
Rizla King Size papers were created and introduced to the market in the 1970s and are now the paper of choice for millions of customers worldwide. Indeed, many people now simply refer to Rizla when discussing or buying rolling papers in general.
Yawer Rasool, Consumer Marketing Director UK & Ireland at Imperial Brands, explained: “King size slim papers seem to have lost none of their popularity with customers and that was one of the reasons we decided to add new limited-edition papers to the line-up – and ask our customers to come up with an eye-catching new design which would work with our established brand look.
“The Instagram competition was hugely popular and drew a vast range of entries, meaning our judges had a really tough time picking a winner to be used on the new packs.
“In the end they went for a novel design where each pack works individually but also in combination with the other two to form a larger image. The design truly reflects the unique image of the Rizla brand, delivering the iconic look and feel which continues to appeal to millions of smokers worldwide. We believe the trio of designs will definitely catch the eye of customers to pick up a pack – or even all three!”
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.”
Gordon’s is today unveiling its new ATL campaign, "Mix It Up". The ad, which shows consumers choosing to pace their consumption by switching between Gordon’s Pink and Gordon’s Pink 0.0%, has been created to empower consumers to moderate their consumption in a way that works for them.
Mix It Up is the first Gordon’s campaign to bring both Gordon’s Pink and Gordon’s Pink alcohol-free variants together in one advert. With 36 per cent of drinkers currently pacing their consumption with soft drinks and 49 per cent of alcohol-free occasions also featuring alcohol, the campaign offers those looking to moderate an option that doesn’t compromise on taste.
The new TVC invites viewers to join an evening out with a group of friends. As the group begin to drink their Gordon’s & Tonic, the screen splits in two to visually demonstrate how they choose to pace their night by switching between Gordon’s Pink and Gordon’s Pink 0.0%.
In addition to the new TVC, a suite of assets have been created to bring the campaign to life across social and digital channels. Whilst in the same universe as the commercial, the social content hero’s Gordon's long-term partner Maya Jama who brings to life how she chooses to mix it up for followers.
“When creating this campaign, we wanted to demonstrate that moderation didn’t have to be a binary decision between having something alcoholic or alcohol free," said Tayara Sousa Linke, Global Head of Marketing. "We know that this perceived choice impacts people’s decision to moderate, so, through Mix It Up, we wanted to highlight that it is possible to seamlessly switch between the two and enjoy the same great taste of Gordon’s Pink whilst moderating with Gordon’s Pink Alcohol Free.”
The new creative will run across BVOD, Social and Digital channels in GB.