SLR p30 ot Nov08.qxp 31/10/2008 17:23 Page 30
inside business
OFF-TRADE
Drinks digest...drinks digest...dr
A rundown of some of the latest product and marketing developments in the off-trade.
HEINEKEN DRAUGHTKEG the brand’s Continental heritage. This promoting a healthy working lifestyle as an
PROMOTION campaign will boost awareness among lager integral part of the business and its develop-
Heineken is celebrating its association with drinkers and prompt them to look for the ment. Diageo’s Leven site joins the company’s
Quantum of Solace with the launch of an brand when they visit off-licences. The pre- packaging facility at Kilmarnock in achieving
exclusive off-trade promotion. The brand is Christmas period is the key time of year for Gold. The Leven site currently employs
releasing a 007-themed ‘Text to Win’ promo- beer sales, so this period presents a real around 500 people, and bottles white spirits
tion for its DraughtKeg innovation. opportunity to raise the profile of a new brand such as Smirnoff vodka, Gordon’s Gin and
They will be giving away a DVD of previous and encourage more people to sample it.” classic Scottish malt whiskies including
Bond blockbuster, Casino Royale and offering Talisker, Lagavulin and Glenkinchie.
consumers the chance to win a Bond lifestyle
weekend in Monte Carlo. The promotion will INTERNATIONAL BEVERAGE INVESTS
be promoted via 80,000 tagged Heineken £15 MILLION IN SCOTTISH
DraughtKegs and available across all off-trade MARKETING HUB
channels while stocks last. International Beverage Holdings, parent
The launch will be backed by heavyweight company of Inver House Distillers, has
marketing support. Olga Rubanovskaya, announced a major new £15 million invest-
Heineken Brand Manager at Scottish and ment plan to centralise its global marketing
Newcastle UK, said: “This support will operations in Scotland.
provide retailers with the opportunity to bene- The newly enlarged International Beverage
fit from the consumer excitement around the commercial team will take responsibility for
launch of ‘Quantum of Solace’. The Heineken the development of the group’s portfolio of
DraughtKeg is our latest innovation for the brands from premium single malt whiskies
off-trade and the on-pack promotion will including Old Pulteney and Balblair through
encourage trial and create further demandt.” to Chang Beer, Thailand’s number one beer
brand.
The three year investment will take imme-
diate effect, with the Scottish-based team
being developed to become the hub of an inte-
grated, world-wide division for the company’s
offices in North America, Europe, South-East
Asia and North Asia. The announcement is a
major accolade for the company’s 150 strong
DEMIJOHN GET SPECIAL Scottish team. An estimated 20 new jobs will
COMMENDATION AT SCOTTISH now be created to augment the Airdrie-base.
RETAIL EXCELLENCE AWARDS
Scotland’s first liquid deli Demijohn, was International
given a unique Special Commendation Award Beverage
recognising their “outstanding passion for President Barrie
excellence” in independent retailing at the Jackson.
prestigious 2008 Scottish Retail Excellence
Awards at the Hilton Hotel in Glasgow.
This one-off special commendation was
awarded to Demijohn because the judges
were so moved by Demijohn’s enthusiasm for
retail. Demijohn has two shops, in Edinburgh
and Glasgow, and sells an array of liqueurs,
PRE-CHRISTMAS PUSH FOR STELLA spirits, oils and vinegars.
ARTOIS 4% All the products are stored in huge glass
InBev UK is boosting awareness and trial of demijohns and then customers choose the
new Stella Artois 4% with a heavyweight TV, size and shape of the reusable bottle and get it
press and outdoor campaign. filled.
Andreas Hilger, Marketing Director of
InBev UK & Ireland, said: “We are emphasis- DIAGEO STRIKES GOLD AT LEVEN
ing the fact that Stella Artois 4% is brewed Staff at Diageo’s packaging plant at Leven
using a dedicated triple-filtered technique, have won a Gold Award from Scottish Healthy
which makes it particularly smooth, with an Working Lives (HWL). The Award recognises
entertaining TV commercial that also reflects the company’s outstanding commitment to
30 l SCOTTISH LOCAL RETAILER l NOVEMBER 2008
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