StateWays Nov/Dec 2015

StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions

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7 StateWays ■ ■ November/December 2015 B R A N D S P O T L I G H T Martell House Celebrates 300 Years of Cognac To mark its 300th anniversary, Martell House celebrated its origins in Cognac, and in particular in the Château de Chanteloup, which was refurbished for the event. French singer-songwriter Louis Bertignac played at the event. Over 2,500 winegrowers, distillers and other partners from the Cognac region in France received personal invitations to the event. Martell employees criss-crossed the Charente countryside in branded trucks to hand-deliver the invitations. Guests were treated to a surprise at the start of the evening when two fi ghter jets roared across the Cognac sky, followed by three planes from the "Cartouche Doré," a squadron of seasoned fl ight instructors from the French air force fl ight academy in Cognac. Creative drinkers have themselves to thank for this new alcohol alliance. The Jack Daniel's Flavors team has announced an offi cial partnership with the cream liqueur brand, RumChata. The deal originated from the organic consumer trend of mixing RumChata with fl avored whiskies such as Jack Honey (a.k.a. "Honey Chata") and Jack Fire (a.k.a. "Cinnamon Toast"). The year-long campaign will consist of co-branded print and trade ads in lifestyle and beverage publications, dual/triple branded tool kits, an increased trade and consumer media spend, and on-premise national account menu placements. Both brands will also create and promote unique recipe videos on YouTube as well as seasonal cocktails fea- turing Jack Daniel's and RumChata. New Bacardi Marketing Targets Millennials Bacardi rum has unveiled a 30-second TV spot, experiential House Party cam- paign and comprehensive digital, mobile and partnership strategy designed to connect with Millennials on their terms. The ad represents the fi rst work from BBDO and OMD, the new global creative agency partners for the Bacardi portfolio of brands. The ad includes the tagline: "There's Nothing in the Way," a tribute to the brand's history and spirit, as well as a shout out to those who are "busting through and overcoming obstacles in the real world." The TV spot kicks off a series of brand activations from online and mobile content to digital fi rsts, media partnerships and real-world house parties where consumers are central to the brand experience. On social media, the rum will work with Facebook on Immersive Canvas, a new content unit on the social site that captures brand stories and plays to the demographic with an interactive experi- ence. Online, it will hit platforms such as Pandora, Hulu, YouTube and ESPN. Shaw-Ross Expands with Premium Wine Division The recently formed entity, The Lineage Collection, features some of the fi nest wines from the world's top producers, the company says. "We've seen a strong demand and a growing sophistication for premium wines across a broad demo- graphic which led us to establish this fi ne wine division," said Bruce Hunter, Managing Director of Shaw-Ross. Hunter said that each of the brands selected for The Lineage Collection was chosen for its "outstanding quality and authenticity and represents the personality and voice of the wine-makers who created them." In addition, each scores a min- imum of 90 points from the leading wine rating services. "Those who appreciate fi ne wines will instantly recognize the pedigree of these estates and their wine- makers," added Hunter. JACK DANIEL'S AND RUMCHATA TEAM UP

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