64-70_sb_jul_UpdateTS:Layout 1 21/7/08 10:51 Page 68
UPDATES
WHAT’S NEW IN THE SPIRITS WORLD
MARTINI GOES LONG WITH JUICE
This summer sees Martini’s first on-trade campaign
in 15 years. Complete with a national PR push and
starring its three styles, Bianco, Rosso and Extra
Dry, as well as the latest rosé, Rosato, the
campaign targets 25-29-year-old females
encouraging them to drink Martini long with fruit
juices. The suggestions are pomegranate juice with
the new Rosato; apple juice with Bianco and Extra
Dry, and cranberry juice with Rosso.
The £2 million campaign also includes “on-trade
activation” in over 2,000 premium venues including
All Bar One, Browns, Ha Ha, Pitcher & Piano and
Slug & Lettuce.
CROQUET WITH AN EDWARDIAN TWIST
Over 100 bartenders from across the UK came together for this year’s Hendrick’s
Bartender Croquet Championships. Donning Edwardian, Victorian and burlesque
attire, “ladies and gentlemen” from leading on-trade outlets joined in the fun,
and the chance to win awards for the Best Dressed, Most Disorderly and Best
Shot of the tournament, as well as the overall Winner of the Cup. Since its debut
back in 2000 the William Grants-owned Hendrick’s Gin, made from infusions of
cucumber and rose petals, has scooped a number of prestigious awards,
including Double Gold at the San Francisco International Spirits Competition.
MOUNT GAY LAUNCHES THE RED CAP COOLER
The Remy Cointreau-owned premium rum Mount Gay is
strengthening its ties in the sailing world and has teamed up with
Classic Regattas, sponsoring the internationally acclaimed Fife
Regatta, the Crinan Classic Regatta and the Cowes Regatta.
Handled by Maxxium UK, the company is marking the
occasion with the launch of the Mount Gay Red Cap Cooler
cocktail, a judicious mix of Mount Gay, Cointreau and
Cranberry juice. Mount Gay “has benefited significantly”
from the continued growth of the cocktail
market and is positioned in the golden rum
sector, which is currently showing 18%
year-on-year growth in the UK.
RED CAP COOLER
Fill a 12oz highball glass with ice
Squeeze in a wedge of lime; 1
shot of Mount Gay; and 1 barspoon
of Cointreau
Top up with cranberry juice, stir and serve
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