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.
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.
Czech lager brand Budweiser Budvar has unveiled its UK-wide marketing campaign to help drive increased awareness of the brand across the nation.
Launched across OOH and social media, the campaign shines a spotlight on what makes Budweiser Budvar truly unique, despite sharing its name with the well-known American beer.
From promoting the use of premium local ingredients – including Saaz hops and Moravian malt – through to its time-honoured brewing techniques that are key to creating bolder, deeper flavours, Budvar is keen to ensure beer drinkers make no mistake that its lager is a Czech original.
To bring its campaign to life, the independent-owned brand will be taking over the streets with big, bold billboards that draw dramatic distinctions between the authentic Czech lager and its American namesake. Meanwhile, on social media, Budvar will be busy engaging with lager enthusiasts who are thirsty for knowledge through a mixture of fun facts, quirky quizzes, interactivity and insight.
To further emphasise the brand’s unmistakable Czech heritage, Budvar is also launching a PR campaign titled Unmistakably Us (Not U.S.) to champion those who in a twist of fate – or parental oversight – have ended up living their lives with a super famous name.
As part of this, Budvar has teamed up with three people from across the UK who share their name with an American celebrity. They include Michael Jordan from Hertfordshire, Julia Roberts from Bedfordshire, and Dwayne Johnson from Glasgow. In a candid-style interview with reality TV star and former Love Island winner, Kem Cetinay, each namesake reveals how their unusual name has impacted their home, work, love, and social lives.
In addition, keen to discover other famous namesakes living under the radar, Budvar has set up a national hotline, encouraging people to call in and share what it’s really like to be the UK’s Taylor Swift, Kim Kardashian, or Tom Cruise for their chance to win a free crate of Budvar (T&Cs apply). To call the hotline, please dial 0758 101 3856 (calls will be charged at your standard network rate).
Elsewhere, several tap rooms across the country will be hosting ‘Namesakes’ Nights’, a social meetup for people who share their name with a celebrity to enjoy a free pint of Budvar (T&Cs apply) while bonding over their ‘mistaken identity experiences’.
Anyone who shares their mistaken identity stories either via the hotline or the Namesakes’ Night have the chance to be inducted into the Budvar Hall of Name digital gallery, which will feature on the brand’s website and social media. They will also get exclusive access to a new social profile prefix (Unmistakably) pioneered by Budvar to ensure no wires get crossed ever again.
Throwing her support behind the campaign, psychologist Dr Jane McCartney comments: “Sharing your name with someone in the public eye can have its frustrations, such as having to explain when someone asks you for the hundredth time that you are not actually related to the well-known person. But despite its challenges, it is also a unique experience, as blending your own personal identity with a touch of celebrity recognition can be fun. The recognition and attention that come from this connection can positively impact how you perceive yourself in social interactions, making you feel more significant or memorable."
Claire Sharpe, UK marketing manager at Budvar, added: “A lot of craft goes into perfecting our beer and providing drinkers with a great quality experience. To reinforce this, we’re launching a multi-dimensional campaign to remind beer drinkers everywhere that we are individual, we are unique, and we are unmistakably Czech.
“This is a really exciting time for the brand, with lots of activity taking shape across our social media channels, OOH, and video. The team has already been working hard behind the scenes to bring the campaign to life, with the help of our namesakes, Michael Jordan, Julia Roberts, and Dwayne Johnson. We can’t wait to see what other interesting stories we uncover through the campaign.”
Independently owned by the people of Czech Republic, Budvar is made using the finest local ingredients and brewed to perfection in Budweis to create a bolder, deeper flavour.