Home' National Liquor News : NLN FEB 2017 Contents NATIONAL LIQUOR NEWS FEBRUARY 2017 | 59
DENIS BROWN, MANAGING DIRECTOR
WHAT ARE SOME OPPORTUNITIES
FOR BACARDI-MARTINI AUSTRALIA
I think relaxed Aussies are looking for Euro
style Aperitivos, lower ABV, refreshing drinks
that can be enjoyed in the Australian outdoors,
with brands like St Germaine and Bacardi
showing us the way.
We’ve been encouraging retailers to set
up cocktail bays in-store for a while because
the big opportunity in the off-trade is to give
Aussies at their barbeques the confidence to
make a shared cocktail. Our Mojito jugs are a
great example as it enables people to look like
better hosts. Their guests will enjoy a slightly
different barbeque because otherwise they
would just be drinking beer and prosecco.
We will help customers to set up cocktail
bays. Think of it like food marketing where
they don’t just say ‘here is a pork chop’ they
present you with a fantastic looking dish. I
think of it like food porn, so we want to have
drink porn where you see a great photo of a
mojito and you go ‘wow, look at that drink’.
We don’t just want our marketing to show
a bottle of Bacardi saying $40 or two for
$70, we have focused a lot more on providing
inspiration about the drinks which is actually
helping retailers to sell more. Yes, making
things easier for the consumer helps, you don’t
want barriers for shoppers, but if consumers
are inspired then they will find a way.
Based off Australia’s interest in food, we’re
seeing people who are wanting to entertain
at home and want to entertain with great
cocktails. So we are helping to inspire them
and providing them with the tools to make
Here’s an example, we have cocktail jugs
that are available in the off-trade as a value
add, and the secret is the instructions on how
to make the cocktails are printed onto the jugs.
So consumers just need to fill to each of the
lines, swizzle the jug and then serve it to their
guests, it’s as easy as that.
Good retailers are finding ways to get the
message through to their staff, and then their
staff are enjoying adding the extra value
TELL ME ABOUT HOW YOU'VE
BEEN ACTIVATING YOUR BRANDS:
We are here to build great brands to make
memorable occasions, and that is the
rally cry, to move away from the big pile,
discounting type stuff which just drives
volume, but rather to spend energy in
building brands and hopefully creating a
memorable experience for shoppers.
Content is what people want and if you don’t
have that then you’re not going to get shared
through those social channels, and that’s almost
the new currency, so that’s what you’ve got to do.
Our focus is on delivering memorable
experiences and inspiring consumers to create
their own memorable experiences and to take
a photo and share it online, it’s about that
We’ve got great brands but you have to do
great things with great brands or it’s boring.
HOW IMPORTANT IS SOCIAL MEDIA
AND DIGITAL ADVERTISING?
Digital is so important, we are trying to provide
that inspiration digitally, because we know that
people will stand in a store and as they are trying
to decide what to buy, they will just Google it.
We’ve got a partnership with Jamie Oliver’s
Drinks Tube across all of our brands and it is
brand led, so if someone Googles ‘How do you
make a Negroni?’ it will pop up with a Jamie
version of that cocktail using our brands.
HOW WILL YOU ENGAGE THE
TRADE IN 2017?
We’re trying to help the trade to inspire and
educate shoppers and drinkers. And we’re
working with them, not to them, to do that.
In the off-trade with tastings we’re helping by
selling drinks to people which in turn translates
to selling more bottles.
What we’re not trying to do, is we’re not
trying to sell more cases, we’re out there trying
to sell drinks, and I think that gives us a better
conversation with retailers.
AUSTRALIA PTY LIMITED
Loy Catada, Joe McCanta, Andy Wren at the Grey
Goose Boulangerie Bleue event in Sydney.
The spread at the Bombay Sapphire
Project Botanicals event in Melbourne.
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