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CUB LAUNCHES NEW COUGAR AND BLACK DOUGLAS RTDS
The spirits and ready to drink
(RTD) division of Carlton & United
Breweries (CUB) has expanded its
offering for the first time in several
years, with the new products due to
hit shelves this week.
The Cougar and Black Douglas
RTD range extensions target two
segments, the mid-strength RTD
category and the premium category.
The new products include: Cougar
Black Bourbon & Cola (6.0 per cent ABV);
Black Douglas Premium Strength Scotch Whisky
& Cola (6.0 per cent ABV); Cougar Mid Strength
Bourbon & Cola (3.5 per cent ABV); and Black
Douglas Scotch Whisky & Cola (3.5 per cent ABV).
CUB's GM of spirits and RTD, Dean Robinson,
says the new products support recent market share
growth of the existing Cougar and Black Douglas
RTD ranges, while tapping into consumer insights
into the RTD category.
"RTDs are occasion driven, with more than half
bought when people want to kick back and enjoy
time with mates or are at social events with friends,"
With premium RTDs the fastest growing
segment in the RTD category in
Australia, the team has created
Cougar Black from American sour
mash whiskey aged in new American
oak barrels to create a 'smooth and
"Black Douglas Premium Strength
is made from one of Australia's
best-selling favourite scotch whiskies
aged for at least three years in charred
oak barrels that proudly bears the name of one of
Scotland's mightiest warriors, Sir James Douglas,"
With double digit growth in the 10-pack format,
which now represents more than 20 per cent of all
RTD sales in Australia, CUB has also released the
premium range in both 10-packs and four packs.
On the mid strength RTD front, while primarily created
to meet licensing requirements at many stadiums
and events, these products also play a key role in the
consumer trends of improved focus on health, wellbeing
All the products will be available through
independent retailers from this month.
JIM BEAM TO LAUNCH
DOUBLE OAK EXPRESSION
Jim Beam has crafted a n
expression of Kentucky
straight bourbon, with
the launch of Jim Beam
Double Oak, released
in Australia as a
permanent addition to
the Jim Beam range.
Beam Suntory and
(CCA) have announced
that the first bottles
of Double Oak, which
has been matured in not one but
two American oak barrels, will hit
Australian shelves from 12 July. The
launch will be supported by a package
of point-of-sale and visibility items,
in-store sampling campaigns, incentive
programs and key retailer catalogue
Double Oak is the latest premium
expression created by Jim Beam's seventh
generation master distiller, Fred Noe.
"My family has been making history and
producing bourbon for more than 200
years," said Noe.
"Throughout the decades, we have
always enjoyed pushing boundaries and
innovating while also staying true to our
family's traditions. Jim Beam Double
Oak is the latest example of this."
As with all Jim Beam bourbon,
Double Oak is first matured in new
charred American white oak barrels,
but the liquor is then transferred to a
second charred oak barrel for further
aging. This double-barrel process gives
the bourbon greater contact with wood
to help draw out more flavour. Jim
Beam says that the result is "a whiskey
intense in flavour yet smooth in taste,
which can be enjoyed on the rocks or
in a Double Oak Fashioned".
Shane Richardson, CCA's managing
director of alcohol and coffee said:
"Consumers are searching for
brands with genuine provenance and
craftsmanship, we share our customers'
excitement at the arrival of this new
expression that further reinforces
the strength of our premium spirits
portfolio. The super-premium bourbon
category is under-developed versus
Scotch whisky, Jim Beam Double Oak
offers a premium option for consumers
and trade looking for a whiskey of
exceptional quality and intense flavour
from a world-renowned brand."
The 43 per cent ABV whiskey will
be available through CCA from 12 July
and comes with a $59.99 RRP.
CANADIAN CLUB ROLLS OUT
Canadian Club is embracing winter, taking its annual
Bad Sweater Day promotion one step further this
year by rolling out limited edition winter-themed
According to brand manager Tiffany Madsen,
the winter period plays a strategic role for Canadian
Club in continuing to drive growth and momentum
for the brand.
"This year we are taking winter to a new level with
a full market approach, introducing our Canadian
Club winter-themed packs supported by a range of
customer specific activity. This allows Canadian Club
to be front and centre during the key winter period,
where a high frequency of at home consumption
occurs, encouraging trial within off-premise and trade
ups to larger pack formats," said Madsen.
The Canadian Club winter-themed packs will have
full market ranging running across the Canadian Club
& Dry 10-pack SKU and the Canadian Club & Dry
Cube. Further to this, unique winter activity has been
created across select retail outlets.
This year, BWS has 3000 Canadian Club 'Bad
Sweaters' to be redeemed by anyone who spends
more than $30 on Canadian Club in-store across a
five-week promotion period.
The Bottle-O, IGA, and Cellarbrations have uniquely
designed Canadian Club beanies and stubby mitts to
reward instantly to anyone spending more than $30
on Canadian Club.
First Choice will be running a promo to win a limited
edition Canadian Club snowboard across 50 outlets in
NSW and Victoria. And, select on-premise accounts
also have Canadian Club snowboards to giveaway.
Canadian Club RTDs continue to deliver double
digit growth at 15 per cent vs YA and have had the
highest year-on-year growth rate over the last five
years compared to any other spirit brand in Australia.
Nationally, it ranks as the number four RTD brand in
value and volume (Aztec 1/5/2016).
Canadian Club's substantial growth and share gain
has been largely driven by raising mass awareness
and its in-store presence.
"This year we will continue to drive trial and
increase awareness through extended media touch
points and increased customer activity," said Madsen.
"Reaching a mass audience through this year's
media plan, driving key messages through channels
like TV and radio and social Influencers. The
broadening to a national program, incorporating key
capital cities (Syd/Melb/Bris) with radio integration [on
KIIS FM through Kyle and Jackie O]."
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