Beverage Dynamics

Beverage Dynamics May/June 2015

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.

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16 Beverage Dynamics • May/June 2015 www.beveragedynamics.com Brand SPOTLIGHT NEW CAMPAIGN FROM 1800 TEQUILA FROM 1800 TEQUILA 1800 Tequila has announced the next stage of its "Enough Said" campaign. The video series "Enough Said Episodes" will fea- ture Ray Liotta and Michael K. Williams reminiscing on personal stories of struggle, toughness and triumph. "Through separate nar- ratives, each man expands on the values inherent to the 1800 drinker, namely, what it means to be effort- lessly masculine, unique and im- possibly cool," the company says. BD HEINEKEN'S MONEY BACK GUARANTEE Heineken Light — not Neil Patrick Harris — is offering a money back guarantee. To inspire fans to try Heineken, the company is partner- ing for the second year with Harris on a new commer- cial and digital video. Building on last year's campaign, the new commercial, "Money Back," continues the story of Harris struggling with legalities and regula- tions. In it, Harris promises the viewer that Heineken Light is the best tasting light beer or he'll give you your money back, before backpedaling to clarify that someone at Heineken will be fulfi lling the guarantee, not him personally. To watch the "Best Tasting Light" campaign videos and interact with Heineken Light, visit BestTastingLight.com. BD BOMBAY SAPPHIRE DISTILLERY'S SUSTAINABILITY INITIATIVES 'Waste not, want not.' Or so goes the mindset at the newly renovated distillery for Bacardi-owned Bombay Sapphire gin, which runs on sustainability. Laverstoke Mill, in the England countryside, produces slightly less than a ton of spent botanicals from one day's worth of gin-making, enough provide renewable energy to power one of its stills, the company says. Spent juniper berries, lemon peels, grains of paradise, coriander, cubeb berries, orris root, almonds, cassia bark, licorice, and angelica are burned with other organic matter to create the heat needed to distill gin. The devel- opment of Laverstoke Mill followed the Bacardi Limited "Good Spirited" global sustainability initiative, a campaign across all Bacardi brands to reach the compa- ny-wide vision of a net-zero eco impact. To learn more about Bacardi Limited and its "Good Spirited: Building a Sustainable Future" environmental initiative, isit www. bacardilimited.com/good-spirited. BD JÄGERMEISTER'S 56 PARTS CAMPAIGN Jägermeister announced the launch of its nationwide "56 Parts. Best as One" cam- paign. The brand has tapped NY-based ad agency Deutsch to create a campaign that focuses on Jägermeister's heritage, 56 premium ingredients sourced from all over the world, as well as the brand's production process. Three illustrators — Artists Olivia Knapp, Yeahhh! Studios and DKNG — were tabbed to create three unique illustrations that stem from the brand's pillars: heritage, ingredients and process. The illustrations were then built into massive wooden works-of-art, measuring over 6 feet in length, inspired by the large oak barrels in which each batch of Jägermeister is aged. The campaign launched nationwide, in 12 metropolitan cities, with out-of-home, painted wallscapes, rich media, print, mobile and social media. BD UV VODKA'S #HOUSEOFUV Phillips Distilling Company has launched #HOUSEofUV, a mul- tifaceted campaign intended to give UV Vodka a voice and place to engage with its core consumer, the LDA millennial. The cam- paign is designed to align with that consumer's lifestyle. It pro- vides a platform for sharing expe- riences, and supports UV Vodka's b r a n d m i s s i o n of helping c o n s u m - ers cele- brate life's m o m e n t s with family and friends. C o n s u m - ers are en- couraged to share their experiences by tagging #HOUSEofUV, aggregating the content into a dedicated Face- book app. The campaign will also include sampling events in six markets. BD couraged to To inspire fans to try Heineken, the company is partner-

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