Beverage Dynamics

Beverage Dynamics July-Aug 2014

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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Page 10 of 51

Brand SPOTLIGHT July/August 2014 • Beverage Dynamics 11 RUMCHATA CELEBRATES 1 MILLIONTH CASE The RumChata executive sales team gathered together to take a picture while they celebrated with guests at the recent RumChata 1 Millionth Case Party. Seen here are (left to right) Brad Mundy, vice president and national sales director; Rob Imperial, vice president, sales administra- tion; Tom Maas, RumChata founder and master blender; Mike Neises, vice president, general manager; Tim Condron, vice president, business development. STOLI LEMONADE COCKTAILS Stoli Vodka has launched a "100 Days to Squeeze" summer campaign, positioning the Lemon ade cocktail as a refreshing warm-weather drink. The "100 Days to Squeeze" campaign is featuring Stoli-branded lemonade trucks and national Stoli Lemonade bar night events. The trucks are appearing throughout the country, providing samples of Stoli Lemonade cocktails, fl avored Lemonade ice pops, and offering consumers fun summer challenges to win Stoli prizes. Due to its simple recipe, the Lemonade cocktail is easy to make, and Stoli has created value-added packs (VAPs), which include a glass mason jar and lemon juicer, to allow consumers to serve their own cocktails at summertime events. Available at retail locations across the country, the VAP also includes a 750 ml bottle of Stoli Vodka. Additionally, the brand will host more than 300 managed bar nights across the nation in 12 major market cities. Kahlúa's new Summer Shake-Up campaign is launching with the brand sponsoring the New York magazine and Vulture multi-city, summer-long Kahlúa Summer Shake-Up Movie Blend Series, with kick-off in New York City aboard the Intrepid Sea, Air & Space Museum. The Kahlúa brand will be featuring classic summer cocktail parties and movie screenings through a non-traditional series of events in select markets across the country. In addition, the Kahlúa social media channels are serving as the hub of entertaining and cocktailing inspiration. Through a series of digital content to be posted across Facebook, Twitter, Instagram, Pinterest and the Kahlúa newsletter, the brand is highlighting all of the essentials hosting a party by putting a fun, new twist on summer entertaining. KAHLÚA SUMMER SHAKE-UP BACARDI TOUTS AT-HOME COCKTAIL MAKING Jamie Oliver and Simone Caporale, bartender at the cocktail bar, The Artesian, toast the launch of the new content partnership between Bacardi and The Jamie Oliver Group. Bacardi is the founding partner of Jamie's new YouTube channel called DrinksTube. Bacardi has launched several platforms to help consumers create their own cocktails. First, through a partnership with the Jamie Oliver Group and the new YouTube channel called DrinksTube, Bacardi is helping to bring the art of cocktail making to consumers' homes. Bacardi is the exclusive spirits partner for DrinksTube and will co-create content that features various Bacardi brand ambassadors, mixologists and bartenders. The new channel is targeted directly at consumers who are searching online for cocktail information. Each Friday, a new cocktail segment will debut on the channel, featuring classic cocktails. The partnership will also feature monthly content in Jamie Magazine and on, beginning with a series of Italian inspired recipes from Giuseppe Gallo, Martini global brand ambassador. Also, Bacardi spirits will be featured on the new cocktail menus in Jamie's Italian restaurants in the UK (33 doors) and fi ve locations internationally. In addition, Bacardi has debuted its website and iOS app, featuring more than 400 recipes, with simple-to-follow instructions and how-to guides. Mixed Cocktails will be updated on regular basis with recipes culled from content generated through the DrinksTube partnership. An Android version of the app will launch later this year.

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