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.
To celebrate the launch of Captain Morgan Original Spiced Gold and Pepsi MAX, coming together to create a delicious new RTD beverage, Captain Morgan GB is rolling out a convenience-first support plan in the impulse channel.
Shoppers are not willing to compromise on quality with RTDs and are seeking premium alcohol serves. To help retailers capitalise on the booming RTD category, which is currently in 25 per cent growth in Great Britain , the brand kicked off with a teaser campaign, gifting retailers up and down the country with an exclusive first look and taste of this iconic duo. To drum up further excitement, retailers were offered an array of bespoke POS suites alongside gifted stock to deliver stand-out instore activations and create a buzz on social media. These retailers will be entered into a prize draw, where the retailer that shares the best imagery across socials will have a chance to win six months’ worth of stock.
Running in tandem with the convenience channel activations, a successful consumer launch event "The Mixer" took place at Kachette in Shoreditch, a convenience store frontage, concealed the entrance to an exclusive party venue. Supporting their convenience-first strategy, Captain Morgan GB adopted a guerilla style approach to London-based retailers offering talent line-up posters promoting the event, and a pair of tickets to giveaway to their customers - helping to drive in-store engagement. Retailers and industry influencers then mixed alongside with DJs, Love Island stars and social media influencers to celebrate the launch.
“It’s great that Captain Morgan have recognised that as retailers, we are perfectly placed to deliver a great launch through our convenience stores," said Atul Sodha, owner of Londis Harefield. "The support structure and The Mixer showcased the product – and with so many influencers in the room, it makes the launch relevant for the consumer too, as they can associate with the celebrities. In turn this helps us to be relevant when the product is on shelf. Having the chance to meet the Captain Morgan team also gave us a real insight into how the team is working closely with convenience retailers to make a splash with this launch.”
David Mills, Commercial Sales Manager, Diageo comments, “Engaging with convenience and impulse retailers across the country is part of our long-term strategy here at Diageo, as we recognise the importance of the channel in driving distribution and launching innovation. RTDs perform particularly well in this channel as they’re easy to consume on-the-go so it made perfect sense for us to develop a bespoke activation plan to support the activity.
The initial launch of Captain Morgan Original Spiced Gold mixed with Pepsi MAX has created a real buzz within the industry and we’re excited about the potential of this fantastic new addition to our RTD portfolio.”
To bring some spice to your store with Captain Morgan Original Spiced Gold mixed with Pepsi MAX register for Diageo ONE to access marketing advice and bespoke POS solutions.
Captain Morgan Original Spiced Gold and Pepsi MAX is available across all major retailers and wholesalers, in 330ml cans, 250ml slimline cans, and multipacks of 6 x 250ml can. The launch is being supported by OOH, BVOD, digital, social and disruptive sampling.
Mangrove Global welcomes a range of Spanish spirits to its award-winning portfolio, as it takes on the UK distribution for Spanish spirits group, Osborne. Mangrove will add four brandies to its range along with a gin*.
Osborne, which is based in El Puerto de Santa Maria in the Cádiz region of Spain, represents the best of Spanish produce, including its stellar collection of Spanish spirits. Mangrove will take on the distribution of all spirits available in the UK, building on the foundations already completed by previous distributor.
“We’re committed to building a well-rounded and world-class portfolio of independent spirits – and welcoming outstanding Spanish brandies and Osborne’s unique Atlantic gin into the portfolio is a great moment for us," said Nick Gillett, Managing Director of Mangrove Global.
“Our portfolio features high-quality liquids that satisfy the discerning consumer and have a great back story too – Osborne’s collection of spirits fits the bill perfectly.”
Mangrove will distribute a selection of the award-winning Carlos 1 series of brandies, which are produced via traditional Spanish distilling techniques, using high quality grapes from the region, and aged in the unique climate of South-western Spain in their highly appreciated very old sherry casks. The range offers something luxurious and sippable at every price point, with each spirit showcasing the mastery of Spanish distilling.
As well as the Carlos 1 series, Mangrove will distribute Veterano Solera Reserva, an exceptional brandy for those who like a brandy-based old-fashioned as much as a sipping spirit. And into a different category, Mangrove will also distribute Nordes Atlantic Galician Gin - which brings UK drinkers a refreshing and somewhat Spanish twist on our beloved spirit.
“This agreement is part of the company's international development, which plans to build Osborne brands in our strategic markets," said said Maarten Van Dam, Western Europe Area Director at Osborne. "We are very satisfied and excited, since we share many values with Mangrove, and we will be able to bring to the UK market a selection of our spirit´s portfolio and continue advancing in our purpose of being ambassadors of the best Spanish gastronomy."
In 1772, James Duff and Jean Haurie, two of the biggest names in the history of sherry, founded a company which Thomas Osborne Mann would later join as a partner. A distinguished merchant and winemaker, he grew and developed the business, a task continued by his widower Aurora Böhl de Faber y Ruiz de Larrea and gain sole ownership in 1857.
Today, 250 years later, Osborne continues to be a family saga and business venture guided by a vision: to be a leading international ambassador of Spanish food and beverages.
* Mangrove takes on distribution for the following spirits: Carlos I Gran Reserva – an aromatic brandy that’s great for mixing; Carlos 1 Gran Reserva Pedro Ximenez – a chewy brandy with notes of caramelised oak and black liquorice; Carlos I Imperial Gran Reserva XO – a mahogany coloured brandy that’s silky with nutty flavours; Veterano Solera Reserva – a brandy with a deliciously unique flavour that’s ideal in an old-fashioned, and the drinkable Nordes Atlantic Galician Gin with its delicious notes of fruits, white flowers, and herbs.
Hot on the heels of the launch of Mud House Sauvignon Blanc in Mini Box format, Accolade Wines is continuing to diversify and is expanding its mini-boxed wine portfolio with the addition of fan-favourite wine: Jam Shed Shiraz – guaranteed to stay fresh for up to six weeks.
Known for its rich, bold and jammy flavour profile, the Jam Shed Shiraz Mini Box is widely available across grocery and retail channels. A key benefit of boxed wine is that its freshness and quality is preserved for up to six weeks after opening, so consumers can savour the wine at their own pace or share with friends over multiple occasions. Delivering a 26 per cent overall size reduction and a 13.6 per cent cardboard by weight reduction compared to Accolade’s previous 1.5L format, this innovation sets a new standard across the category, proving it’s possible to prioritise convenience and sustainability, without compromising on taste.
The Jam Shed Shiraz Mini Box features similar functional, clear messaging that educates and engages consumers at the point of sale, such as on-pack distinct flavour cues, designed to enhance brand recognition and make it easier for shoppers to navigate. Whilst, retailers can benefit from enhanced efficiency, with the design allowing for 12.7 per cent more wine per pallet compared to Accolade’s previous 1.5L boxes.
The launch comes off the back of new research conducted by Accolade Wines, that has explored consumer’s evolving attitudes towards alternative wine packaging. The research identifies significant barriers to broader adoption, including the generational divide in the acceptance and preference for alternative wine packaging. The research also highlights the need for innovation in boxed wine design and messaging.
“With the festive season just around the corner, the launch of the Jam Shed Shiraz Mini Box couldn’t be timelier," said Lucy Ramsay, Head of Portfolio, Innovation and Sustainability - Europe, at Accolade Wines, "It’s ideal for social, holiday gatherings, making it easy to share a delicious, quality wine with friends and family. Plus, its guaranteed freshness for up to six weeks after opening means that consumers can savour the taste of Christmas long after the festivities have ended.
“There’s still a big job to be done in terms of educating consumers about the benefits of alternative wine packaging and breaking down long-standing stigma, but Accolade Wines is entirely committed to driving this change through the launch of our new Mini Boxes, including Jam Shed and the recently launched Mud House Sauvignon Blanc”.
Kingfisher Drinks, the world alcoholic beverage company, has announced the launch of Kingfisher Ultra, a super-premium world beer with an ABV of five per cent, which is now available for convenience retailers to stock.
Kingfisher Ultra was launched in India fifteen years ago and is now one of India’s fastest-growing beer brands with a compound annual growth rate of 20 per cent between 2021-2023. Crafted with only the finest hand-picked malts, resulting in a strong but balanced profile, Ultra is brewed with a six-step filtration process and no additives, giving the liquid a beautiful natural golden hue. The distinct and stylish clear glass bottle and unique pull-crown lid cement the premium look and feel.
Consumers are generally drinking less but better these days, so Ultra responds to that need perfectly. In India, the brand has built its reputation on tapping into premium associations, such as sponsoring premium festivals like the Sunburn festival in Goa, as well as fashion shows and other top end events which typically attract more affluent consumers who appreciate the finer things in life and are willing to spend more.
“We are delighted to introduce Kingfisher Ultra to the UK market," said Andy Sunnucks, Senior Brand Manager. "Those who have been lucky enough to try it in India will know that it is the gold standard! In fact, since launching in its home market back in 2009, Kingfisher Ultra has taken India by storm, becoming a bedrock of premium occasions, so we’re excited to confirm that it’s now the UK’s turn! Imported directly from India, Ultra really hits the spot with its light crisp taste and smooth finish and is the perfect addition to our growing Kingfisher portfolio. A year ago, we introduced Kingfisher Zero into the no and low category, so along with the original Kingfisher Premium, Kingfisher Ultra will complete our offer which now suits a wide range of consumer tastes.”
A complaint against a Jam Shed wine point of sale display has not been upheld by the alcohol industry’s Independent Complaints Panel (ICP).
The complaint, made by a member of the public, raised concerns that the display, which featured the marketing slogan “wine for drinking, not overthinking”, may encourage irresponsible and immoderate consumption.
The Panel considered whether the point-of-sale material could encourage irresponsible or immoderate consumption, under Code rule 3.2(f) as raised by the complainant.
The Panel discussed that "overthinking" was generally perceived to have negative connotations and expressed concern that the line "wine for drinking, not overthinking" in isolation, could be misconstrued as encouragement to drink without due care and attention. However, the Panel stated that it was important to consider the line in the context of the overall impression conveyed by the marketing.
The Panel considered Jam Shed more broadly and acknowledged the company’s response that it was a well-known brand marketed on being a simple and easy choice for consumers who may find the perceived complexity of the wine category intimidating. The Panel also noted that there was nothing else on the marketing material that suggested that a consumer should drink irresponsibly or immoderately.
The Panel considered that the brand identity provided a certain level of context to the intended meaning of the line but that there was an element of ambiguity which could have been made clearer as to the intended meaning of ‘overthinking’. On this point, the Panel warned producers that where marketing was ambiguous it could lead to an unintentional breach of the Code.
After much deliberation, the Panel concluded that while the wording was very close to the line of acceptability, the marketing material did not encourage immoderate or irresponsible consumption. Accordingly, the Panel did not find the point of sale material in breach of Code rule 3.2(f).
The Panel also considered whether the point of sale material urged a rapid or ‘down in one’ style of consumption, in breach of Code rule 3.2(g). The Panel assessed the rest of the marketing material and considered that it did not contain any cues which suggested a consumer should drink rapidly or encouraged a ‘down in one’ style of consumption. On that basis, the Panel concluded that the material did not breach Code rule 3.2(g) and accordingly did not uphold the complaint.
On being notified about the complaint, the company voluntarily removed the display and confirmed it would not use the phrase in future campaigns.
“While the Panel didn’t uphold the complaint in this instance, they still considered the wording of the point-of-sale display very close to the line of acceptability," said Chair of the Independent Complaints Panel, Rachel Childs. "It’s important for producers to be aware that ambiguous marketing could lead to unintentional breaches of the Code and I am grateful to the producer in this case for removing the campaign voluntarily which demonstrates their commitment to responsible marketing.”