Home' National Liquor News : NLN AUG 2016 Contents 22 | AUGUST 2016 NATIONAL LIQUOR NEWS
BUNDABERG TO LAUNCH NEW RTD
Diageo Australia is launching a “refreshing” new Bundaberg RTD,
Bundaberg Lazy Bear, pitched as the “ultimate daytime drink”.
Lazy Bear is made up of Bundaberg Rum & Dry with natural lime and
is 3.5 per cent ABV. It will be available through bottle shops nationally
from 8 August. It will come in a 330ml glass bottles and in six-packs. The
six-packs will retail for $22 or $20 on promotion.
A spokesperson for Diageo Australia told National Liquor News that
the launch will be supported by $10.2 million in marketing support both
above- and below-the-line.
“It’s going to be a 360 degree marketing campaign, so you’re going
to see it have broadcast TV, broadcast proximity out of home, digital,
social, PR, cinema and then loads of trial activity happening below-the-
line in both the off-premise and on-premise. All of the above-the-line is
going to be activated over six months, kicking off over NRL grand final
weekend in October.”
The spokesperson continued: “The plan was to launch something
that would really go up against beer and be a refreshing alternative for
consumers when they’re drinking on long lazy afternoons and are usually
typically drinking beer. This is a refreshing alternative, so they’ve got it in
the right pack format and liquid.”
The launch of Lazy Bear follows the recent release of two new flavours
of Bundaberg Tropics RTDs as well as Bundaberg Mutiny and the
Bundaberg 33OP and Dry Ginger RTDs.
DIRECT BRAND DISTRIBUTORS DEVELOPING ITS
AWARD-WINNING SPIRITS PORTFOLIO
National liquor distributor Direct Brand Distributors (DBD) is developing its
specialist spirits portfolio with award-winning and highly respected gins
Able to supply direct or through various routes such as the local NILWA
network, DBD has staff in every state to service the industry and supply
increasingly popular gins.
Speaking about some of the products in the portfolio DBD director, Adrian
Gastevski, told National Liquor News one its products is Old English Gin,
which he said, “has got a very traditional story and has been voted the Best
Gin in the World 2015.”
He added: “The Geranium Gin which is distilled by the same master distiller
is statistically the highest awarded gin in the world currently. The Pinkster Gin
and Bloom Gin both come out of G&J Distillers, which was recently awarded
the best gin distillery on the globe. Their master distiller is a female master
distiller and is one of only two female master distillers globally, Joanne Moore,
she is quite well revered in the world, hence the accolade. Both Pinkster and
Bloom are quite fast emerging gins in the UK landscape and in the last two
years, they have been one of the fastest growing sets of products in the UK.”
DBD also supplies the premium mixer Fentimans, of which Moore is a big
advocate because it is brewed with the same kind of materials and ingredients
that are used in products like gin. A primary focus for Fentimans, which is new to
Australia but very popular in other countries around the world, is being used as a
mixer, rather than simply being a soft drink, which also resonates with Moore.
Gastevski also told National Liquor News that independent retailers are
a big focus for DBD and the company has a lot of eye-catching in-store
merchandise for the off-trade.
DIAGEO BEGINS GLOBAL ROLLOUT OF NUTRITIONAL INFORMATION
ON JOHNNIE WALKER PACKS
Diageo has announced it will add nutritional information
labels to bottles of Johnnie Walker across the globe.
By the end of the year, up to 30 million bottles of
Johnnie Walker Red Label with on-pack alcohol content
and nutritional information per typical serve will be on the
shelves. Every year around 115 million bottles of Johnnie
Walker Red Label are typically produced and shipped
around the world.
Diageo’s chief executive, Ivan Menezes, said: “Johnnie
Walker is one of our largest global brands, which means
these new labels will arm millions of people around the
world with clear information about what’s in their glass and
in a way they can understand at a glance.”
The labels conform to the new Diageo Consumer
Information Standards (DCIS) which came into force
earlier this month and which apply to all Diageo brands.
The standards have been developed by Diageo after
global research highlighted the way consumers want
to receive and understand information regarding their
Those surveyed said that when too much information
(especially small text) is placed on the label it can be
confusing and they may ignore it all. Less information,
clearly presented was a consistent request across all markets.
The research also found that, of all the information
that could be included, the preference was for alcohol
information (standard drink size, ABV, how many units),
calories per serve, sugar content, allergens and brand facts,
such as how a product is made and quality assurances.
In Australia Diageo already supplies nutritional
information on some of its RTD and RTS products and
the plan is for the new labels to be added to Johnnie
Walker Black Label, Double Black, Gold Label Reserve,
Platinum and Green Label by the first half of 2017.
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