Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: http://read.dmtmag.com/i/128596
Paulaner/HP USA. A new brewery under construction in Munich and expected to open in 2016 will double capacity for Paulaner and Hacker-Pschorr beers. The 480-seat Paulaner Beer Garden travels to a number of venues around the country this summer, sampling all of the brewer's beers. A new 15-pack debuts on Aug. 1 at retail, featuring five bottles of Wiezen, five of Marzen an five Hefeweizen along with a complete party kit. Fuller's continues to focus on logistics to ensure that its beers are the freshest possible when consumers taste them, either at retail or onpremise. Running from June through September, the Dos Equis Most Interesting Culinary Exploration retail program is inviting adult consumers, 21 and older, to explore their culinary side. Consumers can create their own culinary masterpieces and enter them online for the chance to win one of three coveted spots on The Most Interesting Culinary Trip of a lifetime to Oaxaca, Mexico. (STR) Bottle in February is having a positive effect in the off-premise market, too, and will help reinvigorate sales. The new bottle has a redesigned label that glows under black lights. The bottle itself has a unique thumb Tenth & Blake (SABMiller). The brewer's smallgroove to improve bottle grip and encourage drinkers to er, boutique prestige brands—Peroni, Pilsner Urquell hold the bottle lower, keeping the beer colder longer. and Grolsch—are doing well in a climate where upscale "The World's Most Interesting Man" campaign beers are coming back. pushed sales of the fourth largest import Dos Equis up Italian style is at the heart of everything Peroni does. 16.0% last year to nearly 18.7 million cases. A new cam- The brand is celebrsting its 50th anniversary this year paign called "The Arrival" is designed to drive consumer with new global creative coming and partnerships with engagement. other Italian icons that got their start in the 1960s. The Sales of Tecate, the number-six brand, fell slightly last "Made for Peroni" design competition finds young, upyear, to just under 15.8 million cases. The brand is and-coming designers and gives them an opportunity to strongest in Hispanic markets in show their work during Fashion the West and Southwest, but its Week. The consumer contest association with soccer for the past ends in September, with the winseveral years has helped it expand ner showing designs at the its reach to general market conFebruary, 2014, Fashion Week. sumers as well. This may be the year that Newcastle Brown Ale, roundPilsner Urquell surprises peoing out the top import sellers at ple. As the original pilsner style number ten, saw volume rise 3.0% beer, the brand is focused on percent last year to more than 7.2 quality. Logistics have been Now among the top 10 imported million cases. Helping it into the beers in the U.S., Newcastle Ale is completely revamped; the beer top ten was the "No Bollocks" continuing its successful "No is now shipped in refrigerated campaign, which continues this Bollocks" marketing campaign. containers and shipping time has year. The brand also stays fresh been cut substantially to ensure with consumers by releasing limited edition brews such as fresh product on shelves and in restaurants. The brand this May's "Bombshell." Other new editions are slated for plans lots of sampling opportunities in key markets to later in the year. demonstrate the quality improvements. Grolsch continues to do guerrilla-style marketing Diageo/Guinness. Guinness came in eighth on the with a focus on independent minded drinkers, using a list of top imports in 2012, with sales of 12.2 million cases, program to discover and showcase young filmmakers as down about 2.0% from the prior year. This summer a way to reach them. promises to be transformational for the brand as Guinness And while its brands from other parts of the world Draught gets new advertising and a new look at retail. such as South America, Africa and Asia haven't yet broGuinness Black Lager also will get continued support after ken out of traditional spaces (such as Peruvian beer delivering 1 million cases in its first year of distribution. Cristal in a Peruvian restaurant), Tenth & Blake is lookDiageo plans some changes for Smithwick's Ale this ing to leverage opportunities to do so. summer, but the brand hadn't released specific plans at The breadth and diversity of the imported beers press time. Red Stripe, too, will have something new—a now available is truly astonishing. Stocking not only smaller, more traditional size can—but its "little big vic- recognizable global brands, but unique beers from diftories" ad campaign remains the same. ferent parts of the globe will appeal to customers Changes and new intros on all Diageo/Guinness always looking for more variety. It is a small world I brands are expected to hit July 4. after all. 46 • Beverage Dynamics • www.beveragedynamics.com • May/June 2013