Diamonds are gin-lovers' best friend?
Not necessarily, but with these bottles 15 lucky winners can get a shiny rock to add to their family heirloom. Read on for the details!
Read MoreLuxury
Luxury pours over Paris
The wine and spirits arm of LVMH, Moët Hennessy (whose portfolio of spirits includes Hennessy Cognac, Belvedere vodka, Eminente rum, and Scotch brands Ardberg and Glenmorangie), has invested millions of euros into opening a five-floor bar in Paris. The new venue, called Cravan, is located in 165 Saint-Germain boulevard in the sixth district of Paris.
Chairman and CEO of Moët Hennessy said: “Moët Hennessy is in the world of bars and a supplier to many bars in the world, but we don’t actually operate one ourselves. It is a way to gain more credibility, knowledge and a place to test ideas and concepts. We wanted to create a complete experience for consumers.” The venue allows Moët Hennessy to interact directly with consumers through a new and elevated cocktail experience. The site takes inspiration from the worlds of art, fashion, literature, and cinema. It includes three cocktail bars, a bookstore in partnership with New York publishing house Rizzoli, and an invitation-only private atelier and mini Parisian kiosk on the top floor, where films will be screened on summer nights in the world’s smallest cinema.
Takeaway:
Establishing a separate venue (from unique distillery to bars or even hotels like Casa Eminente) can be an additional way to deepen brand connection and positive experience with our consumers.
First class bourbon on first class
Celebrating 15 years of successful partnership, the premiere American whiskey distiller Woodford Reserve has collaborated with Emirates to blend a unique limited-edition Bourbon that will be exclusively served on select Emirates flights throughout July. Woodford Reserve Emirates Personal Selection is uniquely formulated as a bespoke small batch, consisting of just 2 barrels in total. The barrels were batched together to create a unique flavour profile that can never be replicated.
The only airline to launch a personally selected private whiskey blend, Woodford Reserve Emirates Personal Selection will be available for First and Business Class passengers to enjoy in the signature A380 Onboard Lounge, on selected routes across the UK, USA, Australasia and Southeast Asia. The exquisitely blended bourbon was personally selected by Emirates, alongside Woodford Reserve Master Distiller Chris Morris, and emanates aromas of dried fruits, sweet honey, vanilla buttercream, and charred wood.
Takeaway:
1) Emirates’ initiative is a great example of how unique partnerships like airline-only accessibility can increase the value of small batch expressions and the feeling of exclusivity.
2) The collaboration also shows how efficient a good partnership can be, with the two brands strengthening each other – not only is the small batch whiskey blend extremely limited-edition being on-flight-only, the small batch strongly supports Emirates’ luxurious image.
Ultra-rare whiskies under the hammer
The Distillers’ Charity and Sotheby’s have revealed the initial line-up of ‘ultra-rare’ whiskies that will go under the hammer at The Distillers One of One auction in October. The auction is set to be the largest charity auction of Scotch whisky to date, and will consist of ultra-rare and unique Scotch whiskies and experiences.
35 companies from across the Scotch whisky industry have confirmed their participation with 40 lots, all of which are one-off, never-to-be-repeated bottles. These lots currently hold values ranging in estimates from £5,000 to upwards of £500,000. All proceeds will be donated to Distillers’ Charity, principally to the Youth Action Fund, which is dedicated to transforming the lives of young people in Scotland.
Takeaway:
Given the importance of heritage and traditional processes, it’s no surprise that the whiskey category is still a strong source of extremely unique and expensive editions. At the same time the auction is a good example that luxury is not always selfish – it can also support global and local causes or communities.
Sorry, members only
British department store Harrods is bringing its private club concept to China for the first time, unveiling the “Residence Shanghai”. With members-only food and beverage benefits, exclusive events and one-on-one shopping experiences among a long list of perks, and featuring a starting price reaching the tens of thousands annually, Harrods is expanding its inner circle to include affluent devotees based in Asia-Pacific, a crowd eager to engage with luxury post-lockdown.
Members and their guests will have full run of a refined bar and a spacious lounge, intimate private dining rooms, and outdoor terraces. You will also be able to dine at a high-end restaurant by 17 Michelin-starred chef Gordon Ramsay. The Residence has also partnered with Edrington to give members access to a spectacular whisky collection, including expressions from the Macallan, the Glenrothes, and Highland Park.
To ensure total privacy, memberships will be capped at 250. Additional members will be considered following peer nominations, though. There will be three tiers of membership, starting from about $20,000 (¥150,000) per year.
Takeaway:
1) Harrods’ example supports how members-only availability and partnering up with high-end players of other sectors can build up to a most luxorious brand image.
2) The location choice for Harrods’ new residence demonstrates what a hotspot China is in the luxury category.
Whisky
Stay true and retro with Ballantine's
Ballantine’s has partnered with Wu-Tang Clan frontman RZA to celebrate hip hop’s 50th anniversary this year with the release of a vinyl record player, and to celebrate ‘staying true to who you are’. The vinyl record player will be released on a limited edition basis, and coincides with the 30th anniversary of the American hip hop group’s debut album launch, Enter the Wu-Tang (36 Chambers).
Ballantine’s global marketing director at Chivas Brothers, added: “At Ballantine’s we believe that everyone is unique, original and worth celebrating. RZA is well known for doing things his own way, a mindset that reflects the spirit of Ballantine’s, inspired by our pioneering founder George Ballantine. Combining our passions of music and whisky, we’re excited to announce the first exclusive drop, the limited edition Ballantine’s x RZA Crosley record player, and can’t wait to show you what else we have in store.”
Takeaway:
1) Ballantine’s campaign provides a great example for brand activations staying relevant for young generations: bringing in something retro and special to a modern and young style, with music partnerships that have a young audience.
2) The campaign is also a good example for extending the “Stay true” brand platform to specific campaigns and occasions.
3) Ballantine’s large scale partnership shows a relatively new level of democratisation in the category, opening up whiskey more and more not only for every age and gender, but ethnically too.
Ballantine's managed to tame whild cherry
Starting this summer, Ballantine’s has launched its new Wild Cherry expression in Hungary. Thanks to the cherry, the new release is an extremely soft, sweet, fruity drink, which can be enjoyed on its own, poured over ice or as a mixed drink.
To celebrate the launch, the brand has also organised a simple mechanism giveaways on Facebook connected to local festivals, keeping the brand’s usual style of high energy party sponsorships.
Takeaway:
Ballantine’s taps into a relatively unusual flavour combination in the category, since cherry and whiskey are flavours that aren’t usually linked together. The new expression is a possible reaction to the still high demand of sweeter and smoother tastes of younger generations.
Similarly to pink gin in the gin sector, new expressions like this support brands opening up the category to more possibilities and recruiting new consumers.
Takeaway:
1) Glenglassaugh’s new coastal-inspired line is a good example of consistently building a whole brand or product line around brand heritage and core attributes.
2) At the same time, it provides a strong example of how brand and products are separate entities, with whole product lines removed or relaunched in order to serve brand identity better.
Single malts straight from the coast
Brown-Forman has relaunched its Highland single malt brand Glenglassaugh with a new trio of expressions and a coastal-inspired design. The ‘reimagined’ Glenglassaugh range includes the 12 Year Old, Sandend, and Portsoy expressions. The collection has also been given a new look, inspired by the sand tide at Sandend Bay on the Moray coast. The brand’s previous core range – Revival, Evolution and Torfa – has been discontinued and the whiskies are no longer being bottled.
Master blender at Glenglassaugh Distillery said: “The new portfolio brings together all the key elements of Glenglassaugh’s spirit. Inspired by its truly unique coastal location, the new expressions transport us to a place where the spirit is awakened and soul invigorated, inviting us to stop, take a breath and appreciate our surroundings. To taste Glenglassaugh single malt is to experience the coastal influence of Sandend Bay and the ancient harbour towns nearby. Shaped by the coalescence of land and sea, the senses are awakened by the imposing yet calming crash of waves and the sweet smell of gorse in the air.”
Single malt climbing high for world record
English distillery Bimber has set the record for a single malt reaching the highest summit, with its whisky landing at the peak of Mount Lhotse in Nepal. The record is believed to have been previously set by Rebecca Stephens MBE, who became the first British female mountaineer to reach the summit of Mount Everest in 1993.
The Lhotse Challenge 2023 bottling arrived on the summit of the mountain on 24 May at a height of 8,516 metres, which exceeds the previous record by more than 2,000 metres. Following the climb, the summit bottle has been returned to Bimber and will be auctioned alongside a full-sized 700ml edition in the near future.
Takeaway:
1) Brands need to come up with more and more shocking ideas to get attention in constant marketing noise, and Bimber distillery has found an outstanding way of being “the market’s first”.
2) Extremely unique brand experiences and exclusively limited editions could be a good way to consumers’ hearts, especially when it comes to premium brands.
Rum & Liqueur
Explore Filipino cuisine with a boozy sauce
Filipino rum brand, Kasama and Fila Manila, the Filipino sauce and condiment brand, have collaborated to introduce Isla Sauce to the US. The new condiment is a boozy sweet and sour sauce inspired by the islands of the Philippines. The new sauce has a tangy and sweet fruity profile complimented by the rum.
“Filipino cuisine, and its people, are globally known to be joyful, fun, full of flavour, and personality,” says the founder of the condiment brand.“When we were brainstorming a way to celebrate and share our culture, it was obvious that we had to create a boozy sauce that represented both of our expertise and would be a perfect addition to any summer feast– and that’s how Isla Sauce was born!”
Each order of Isla Sauce comes with recipe cards for Isla Glazed Salmon, Pineapple Rice and Isla Glaze to help inspire your cooking. The package also includes cocktails inspired by the brand collaboration with recipes using Kasama rum to pair perfectly with the tropical Isla Sauce.
Takeaway:
Fusing spirits with an essentially non-drink material condiment shows another level of mixing ingredients and innovating to the extremes in the alcohol sector, even if the outcome is not to drink but to eat. Following the global scale collaboration of Absolut Vodka + Heinz, we can probably expect to see many more infusions to come.
Melon is in season - even in liqueurs
Hungarian spirit brand Tokaj Spirits has recently launched its brand new expression crafted for the summer: Muskmelon Liqueur. This is not the first liqueur release of the company, their portfolio already includes liqueurs flavoured as various Hungarian sweets, macaron, chestnut or pumpkin, among others.
Bottled at 15% ABV, the Muskmelon Liqueur is only available in Lidl stores across Hungary.
Takeaway:
1) Sweeter spirit-based drinks like creamy liqueurs and cocktails seem to provide an ideal field for combining booze with more extraordinary or unconventional ingredients, coming up with unexpected mixtures like muskmelon cream.
2) Adult treat is definitely becoming a thing; more and more players are showing up in the territory next to Baileys.
The sweet taste of cellos in a bottle
UK-based Quayside Distillery has released three handcrafted ‘cellos’: Limoncello, Naracello and Limecello. Each liqueur is made with the hand-grated zest of the ‘finest fresh fruit’ and offer a unique, flavoursome experience.
By championing a ‘less waste, more taste’ ethos, the distillery said it has minimised waste across production and maximised the full potential of every lemon, lime and orange used. Bottled at 22% ABV and described as the perfect apéritif for any occasion, the cellos can be served chilled on their own or mixed with other spirits to form cocktails.
Takeaway:
1) Citrus flavour still seem to be a top choice in most of the spirits category when it comes to launching new expressions.
2) The launch of the ‘cellos’ also shows an example of how more and more new products are launched with sustainability aspect already in mind.
Gin
The most summer edition ever
Hungarian craft gin maker Búzavirág Gin has released its new expression 100% planned for the summer, called Búzavirág Summer Edition. The well-known flavours of the original gin were supplemented with summery spices and southern fruits, creating a magnificent London dry gin. This is how the Summer Edition became a light, summer evening gin that harmonises perfectly with any Indian tonic, lemon, orange or lime.
The new expression officially launched at Hungary’s yearly Gin Market in June.
Takeaway:
1) Apart from holidays and local events, seasonality is another good way of brands connecting new product launches to special occasions, and Búzavirág seems to have taken on this with full speed using even the product name to stand out as a great choice for the season.
2) Although many gin brands started moving away from summer-only positioning and communication, and started experimenting with different occasions and extend gin to every season, summer is still a strong season for the gin sector for new releases.
Gin shining bright like a diamond
Hoping to reignite the tradition of passing down heirlooms, after research revealed nearly half (43%) of UK adults don’t plan to leave one to family or friends, Neill Gin has hidden £25,000 worth of diamonds in its bottles to provide the nation with ‘heirlooms to pass on’.
Those who find one of the 15 hidden diamond engravings in the bottle corks of Distiller’s Cut Gin will win an ethical diamond with a minimum carat of 0.4. Whitley Neill will also be offering a complimentary jewellery service to the winners. Also available to win when buying a bottle of Distiller’s Cut is an opportunity to enjoy a ‘Distiller’s Cut Diamond Experience’, which includes an exclusive tour of the City of London Distillery, home of Whitley Neill Gin. Guests will also be able to enjoy a host of diamond-inspired gin cocktails from Whitley Neill’s mixologists.
Takeaway:
Whitley Neill’s bottle shows a unique way to enhance brand engagement on a product attribute level, and stand out among premium competitors with relation to jewellery sector.
Summer refreshment? Nectar gin.
Traditional Czech gin brand Dynybyl expands its portfolio of juniper gins with another flavour, this time with the fruity sweetness of juicy apricot and peach, which is a hit this summer. Inspired by Czech gardens and orchards, Dynybyl came up with peach and apricot flavoured gin in order to offer their customers new summer refreshment possibilities.
Dynybyl nectar is available in all the Czech supermarkets since May.
Takeaway:
1) Gin category in the Czech Republic is getting more creative in terms of flavours in order to make their customers possibilities wider, with local players successfully using local flavoures and ingredients.
2) With many brands launching similar new expressions, peach might be one of the top flavour hits this summer in the spirit sector.
Vintage gin sweetening our summer
UK-based Cambridge Distillery has unveiled the latest addition to its seasonal gin range: Vintage 2022 Spring Summer. The distillery utilised its ‘unique’ approach to gin production to showcase the flavour profile of a specific harvest, expressing both geographical and temporal specificity in a way ‘never before explored’.
Vintage 2022 Spring Summer has been crafted by Lowe using a novo-dimensional distillation matrix: temperature, timing, and pressure were among the nine variables used to tailor the treatment of each fresh botanical. It recommends serving the gin chilled over ice or as Martini with a basil leaf garnish. The limited edition gin is the first of two vintage releases this year, each of which has been created to capture the ‘essence’ of a seasonal blend of fresh, locally foraged botanicals.
Takeaway:
1) Again, apart from holidays and local events, seasonality is another good way of brands connecting new product launches to special occasions where Vintage 2022 Spring Summer took on with full speed with its product naming too.
2) Recommended as a neat serve is relatively unique in gin category, and might show a direction where gin players can still experience and innovate in order to stand out.
3) Using geographical and temporal specificities, Cambridge Distillery leveraged a less conventional way to release an ultimate limited edition.
A garden gin party to remember
Hendrick’s Odd Party happened on the 17th of June in Bulgaria – an afternoon garden gin event in celebration of the exceptional botanical infusions in the portfolio of the most delightful gin, handcrafted by Hendrick’s and its enthusiasts. This year, event guests will have the opportunity to acquaint themselves with and taste the new flavour, Hendrick’s Flora Adora, inspired by the lush flora and the creatures caring for its beauty.
The foundation of Hendrick’s Odd Party includes exquisite cocktails created by some of the finest bartenders in Bulgaria, fun games and activities led by unique characters inhabiting the world of Hendrick’s, a live DJ set, cocktail prizes and lots of entertainment.
Takeaway:
The Odd Party is another good example of efficiently extending the global brand platform into any kind of global or local brand activations.
Vodka
Takeaway:
Absolut’s new global scale campaign might hint that the whole brand is moving away from vodka image for good, and repositions itself as an ultimate mixer or cocktail ingredient, fully building on the consumer shifts towards mixed serves.
Absolut mixing in Hungary
Absolut’ global campaign spotlighting a range of vodka-based cocktails arrived to Hungary this July. ‘The World of Absolut Cocktails. Born to Mix’ is a 360º campaign that inspires drinkers to come together to mix cocktails. It is the brand’s biggest global marketing campaign in more than 10 years.
In the TV spot, narrated by Bohemian Rhapsody actor Rami Malek, cocktails are personified as party guests, with characteristics and lifestyles, in order to showcase the versatility of the vodka. The guests dance with one another as their cocktail name is presented on-screen. “This campaign brings our values to life through the personification of cocktails, a fun and fabulous world where everyone and anyone is invited. We believe that this is an idea that is universal because, after all, we are all born to mix” – said CMO, Pernod Ricard North America.
Festival in a bottle
Pernod Ricard has partnered with Tomorrowland a number times in the past to create a limited edition bottle and launch an augmented reality experience. This year Absolut Vodka has revealed a limited edition bottle design to coincide with its first on-site activation at Belgium’s electronic dance festival Tomorrowland.
The revamped look is said to symbolise the festival spirit of ‘unlimited freedom’, with red and orange butterflies that visualise the positive change, and the ‘new beginnings’ that the festival brings. Global creative director of The Absolut Company said: “Absolut Vodka and Tomorrowland share the belief that what unites us is stronger than what divides us.”
For the first time, the bottles feature a QR code on the medallion, for people in Belgium, the Netherlands, Luxembourg and Malta to enter the Absolut Drop It Challenge, hosted on Instagram Reels, which gives electronic music aficionados the chance to win a Tomorrowland festival package. In addition, Absolut’s high-energy on-site pop-up experience, hosted for the first time this year, will allow visitors to choose their own adventure and enjoy countless interactive and shareable moments as they journey through the space.
Takeaway:
1) Since a product’s appearance on the shelves strongly impacts consumers’ choice, it’s no surprise brands often experiment with new and unique packaging.
2) Constant and transparent communication about corporate values, like Absolut’s method, is a need from consumers that’s worth addressing, that can also come to life during special partnerships and occasions – especially when both sides of the partnership share the same values.
Tequila
Iconic Mexican flavors conquering the world
Agave-based spirits producer Don Ramón has recently launched a tamarind-flavoured Tequila in the US. The tamarind-flavoured Tequila made its debut in Mexico in 2021, and is said to be bright and slightly spicy with delicate notes of tamarind. Tequila Don Ramón Tamarindo sits at 35% ABV and is recommended served as a chilled shot or in a cocktail.
Marketing director of Casa Don Ramón said: “While tamarindo has been an iconic flavour in Mexico for a long time, we have seen an increase in consumer interest here in the US, where options are more limited. We’re eager for customers to try this unique blend of zesty tamarind and the exceptional smoothness of premium Tequila.”
Takeaway:
‘The new tamarind expression suggests that more exotic flavours started to arrive in the rapidly growing tequila category too.
Tequila and coffee are the new hot couple of the industry?
Quintaliza Reposado, the ‘world’s first’ tequila to be finished in coffee-seasoned barrels, has launched in the US. The 100% Blue Weber agave Tequila was finished in oak barrels that previously held organic coffee made from beans harvested in Chiapas, Mexico. The tequila claims to be free of additives and has been certified organic.
“We began with a simple, but bold, dream to bring great Tequila and great coffee together,” said the founder and CEO of Quintaliza Tequila. “The idea was not only to create something very new and different in the Tequila category, but also to do it in a way that tastes great naturally without the use of any additives. Bartenders in particular are driving the call for additive-free Tequila but struggle to find enough examples to fill a bar menu.”
Takeaway:
1) Quintaliza taps into an unusual flavour combination in the tequila category: unlike coffee and rum, coffee and tequila are flavours that aren’t usually linked together.
2) As new rum, whiskey and liqueur variants with coffee released every week, it seems like coffee is becoming a widely popular combination in various food & drink categories.
3) This is another example that the world is becoming more flexible and welcoming towards non-traditional and surprising combination of flavours.
Beer
Cherry season arrived to beer too
Grimbergen has launched its new expression in July, Grimbergen Cherry. The new edition has an intense fruity fragrance of cherry, blackberry and Morello cherry that combines with more subtle notes of almond and spices. The fleshy and juicy cherry aromas that emerge give it its intense fruity taste, enhanced by fine notes of almond and spices.
To celebrate the launch, the brand has also organized a simple mechanism giveaway on Facebook.
Takeaway:
Grimbergen Cherry supports the ongoing trend of beer brands adding more fruity and sweet variants to their portfolio, reacting on consumer demands.
Beer = cultural heritage in the Czech Republic
Brewers, distributors, politicians and many others met in Prague for the Brewers Forum in order to discuss problems which the beer industry is facing and possible solutions.
All the guests were introduced to the Czech beer culture, the plans on including the Czech beer tradition to the UNESCO cultural heritage and had a chance to taste Czech beer. The key topic of this year’s Forum was sustainability because beer supplier chains are actively seeking for ways that are more sustainable and eco-friendlier. The debate was focusing on lowering carbon emissions, improving water management and overall brewing more sustainably.
Takeaway:
‘1) The Brewers Forum shows us that when it comes to climate change and other global crises, actions need to be taken on governmental, brand and individual consumer level too.
2) The plans of listing Czech beer traditions as an UNESCO cultural heritage shows the strength of beer as culture in the region.
Takeaway:
Heineken’s take on a big anniversary celebration is a good example of reacting to consumer behaviour and their relationship with the brand with humour and self-reflection, and leveraging it in a way that people can resonate with.
Celebrating the 150th of the "green one"
Heineken celebrates its 150th anniversary with a new global campaign honouring its 150-year history through the many ways its name has been misspelled, its beer mis-served, and good times were spent. The campaign was inspired by the words of the man who built his family’s brewery until a multi-billion-dollar powerhouse, Freddy Heineken: “I don’t sell beer, I sell gezelligheid” (Dutch for “good times“).
Central to the campaign is a lighthearted television commercial that shows how people around the world pair social moments with the iconic green bottle. The spot also spotlights several of Heineken’s sponsorship properties, including former Formula 1 World Champion, Mika Hakkinen.
“Many would think that such an iconic brand would care about the way it is spelled or experienced globally. Actually, Heineken thinks that as long as it is appreciated and people have good times, the real gezelligheid is achieved. That’s why we’ve created an unusual anniversary campaign, not self-celebratory or focusing on the Heineken credentials and history but on the ways it is enjoyed across the world.”
Save the beer!
A new print campaign from American beer brand Coors Light taps into that disappointing moment when you leave your drink in the freezer for too long and the bottle explodes. The creative depicts the icy mess that can result from not having the benefit of its color-changing label, artfully captured by photographer Ale Burset.
Chief creative officer at creative agency Alma said: “This campaign is a great example of classic advertising in its purest form: centered around one of the product’s most unique benefits and brought to life in an insightful and relatable way.” Running in The New York Times and San Francisco Chronical, the ad campaign will also be pushed through out-of-home (OOH) activations in Chicago, Miami, Pittsburgh and Reno.
Takeaway:
Coor’s initiative is a good example of efficiently reacting to real-life consumer problems or phenomenon with product innovation.
Takeaway:
1) Ciuc Radler supports the ongoing trend of beer brands adding more fruity and sweet variants to their portfolio, reacting on consumer demands.
2) The launch also supports the rapid growth of the flavoured non-alcoholic beer segment as the most dynamic, with new products released every week also driven by local craft players.
Watermelon and Blackcurrant Radler for alcohol-free summer
Ciuc Radler introduced a new product innovation with the launch of a refreshing summer flavour in Romania: Watermelon and Blackcurrant. This addition expands the brand’s current portfolio, which already includes three other varieties: Lemon and Lime, Raspberry and Lemon, and Cherry and Lemon, all with 0.0% alcohol content. The Watermelon and Blackcurrant flavour offers a light and balanced taste, perfect for a warm summer day, with only 29 kcal/100ml.
“The flavoured non-alcoholic segment is the most dynamic in the beer market, with significant growth year after year. That’s why it’s essential for us to innovate and bring consumers surprising and enticing flavours,” stated Sharon Annette, Marketing Director of HEINEKEN Romania.
NoLo & Sustainable
The world's first 'light tequila' arrived
Two brands opened the summer season with low-ABV tequila releases. Light spirits brand Quarter who claims to have revealed the ‘world’s first light Tequila’, which is bottled at 12% ABV. The agave-based ‘spirit’, called Quarter T/quila, is said to deliver ‘all the flavour and experience you would expect from a full-strength Tequila, without the consequences’. As a brand, Quarter believes that ‘owning that tipsy feeling’ is one of the most enjoyable parts of drinking alcohol verses being over-refreshed and inevitably hungover.
Another launch came from Sierra Tequila who has responded to consumer demand for lower-alcohol drinks with its new Tropical Chilli expression. The 18% ABV expression offers flavours of mango, passion fruit, and a hint of chilli. It is made with a base of Sierra Tequila Blanco. The new expressions is said to offer an alternative for those who drink less alcohol but don’t want to give up the party mood. Served as a shot, Sierra Tropical Chilli aims to be perfect for all kinds of parties.
Takeaway:
1) Getting out of the consequences of alcohol consumption seems to be an increasing consumer need appearing in more and more products and innovations, possibly driven by younger generations entering the alcohol sector.
2) Then new light expressions are firsts in the tequila category hinting how many innovations we can expect in this rapidly growing segment either around flavour, ingredients or others.
Takeaway:
The campaign shows us that when it comes to climate change and other global crises, actions need to be taken on governmental, brand, and individual consumer levels too.
“Return me” for a better future
In 2021, approximately 74% of glass beer bottles were recycled in the European Union, with around 11.6 billion bottles being processed and reused. This year, the campaign plans to involve over 10,000 retail establishments across Bulgaria, with campaign stickers serving as guides for consumers to return their glass beer bottles instead of throwing them away.
The campaign aims to support sustainability, increase bottle collection for reuse, and reduce carbon emissions. The returned bottles undergo cleaning, disinfection, and glass analysis before reentering production. The campaign only includes refillable glass beer bottles labeled with the campaign logo. Bulgarian beer brand Zagorka has also initiated a campaign to inform consumers about returning glass bottles.
Attention to scotch lovers: air-harvested water whiskey is here
Kamiki Drinks has released the world’s first whiskey infused with air-harvested water, called OakPacker. OakPacker uses innovative technology to collect pure, clean water directly from the atmosphere with the aim to reduce reliance on traditional sources and promote sustainability.
The non-chill-filtered whiskey is made from the finest American single malt whiskeys, and is bottled at 46% ABV.
Takeaway:
New innovations are expected to shape every industry in the future on a materials and manufacturing level, and even on a very substantial level. It sounds futuristic, but maybe materials and ingredients we never heard of yet will be beneficial for the spirit sector in the long run.
Takeaway:
Besides broader environmental concerns, building on local resources and giving back to the local community are also an increasing need from consumers. Direct outreach to the consumers can be a huge success to sustain a socially responsible image and a connection with local communities, especially when this defines the whole brand purpose.
Listen to the bear in you
For Romanian beer brand URSUS, the bear has always been a symbol of courage and the inspiration behind its story for over 140 years. However, in recent years, the bear has become the subject of highly publicized situations. Due to the diminishing quality of bear habitats and behavioural changes induced by anthropogenic factors, both bears and the local population are suffering.
URSUS has decided to support the efforts of the Conservation Carpathia Foundation, launching a CSR campaign dedicated to the protection of bear habitats and communities in the Făgăraș Mountains. Together with the Foundation, URSUS started the CSR campaign, “Listen to the bear in you and do good”, to draw attention to the need to build an environment where both bears and people can live harmoniously, giving consumers the opportunity to get involved by buying the product with dedicated packaging.
Thus, 1% of Ursus Premium limited edition sales (from November to December 2022) were redirected to the Conservation Carpathia Foundation for the conservation of the bear species in the Făgăraș Mountains, supporting the protection of the natural habitat, but also of the population in the area.
Paper is the new glass?
Absolut Vodka will sell its paper bottle in British supermarket chain Tesco as part of a three-month pilot test. The move marks the first time a paper-based bottle will have been sold commercially in-store by a global spirits company, the vodka producer said. Absolut will test how the paper-based bottle transports and how consumers perceive it. Unlike previous pilots for the Absolut Mixt ready-to-drink product, which had a lower ABV of 5%, this 500ml bottle will be tested using Absolut’s higher ABV of 40%.
These first-generation single-mould bottles are made from 57% paper and recyclable plastic. The paper bottles are eight times lighter and easier to carry than standard glass bottles.
Takeaway:
Sustainability is still a key topic in 2023. Big brands taking steps towards sustainability is inevitable in the long term, and they have to play in the big league of global climate actions.
Takeaway:
Sustainability is still a key topic in 2023 where brands experience with many ways from ingredients to manufacturing and packaging, where the sustainable spritz is another interesting innovation also showing how even a serve can be sustainable.
A spritz with ultra-low waste
Mixer producer The London Essence Co has teamed up with Avallen Calvados and spirits distribution system EcoSpirits to create the ‘ultra-low-waste’ Sustainable Spritz. The Sustainable Spritz is made using London Essence’s White Peach & Jasmine Crafted Soda from the producer’s Freshly Infused dispense system.
The ’world first’ dispense system works by using patented micro-dosing technology which gently infuses freshly distilled botanicals into carbonated chilled tonic water at the point of serve. The soda is then blended with Avallen Calvados sourced from EcoSpirits’ EcoTote, a fully-reusable, refillable 4.5-litre glass packaging format, which replaces a standard six-bottle case of spirits. This saves approximately 2.7kg of carbon waste. This way The Spritz eliminates the need for single-use glass.
Awards & Others
Ice Ice Baby...
Hungarian champagne brand Törley recently introduced not only a new product, but also a new product category to the Hungarian market. Törley Ice is a cold, light and fruity refreshment that can be easily and quickly prepared – as its name suggests, Törley Ice is a champagne expression made for sipping on the rocks.
With its taste and flavour are truly fulfilled when filled with ice, Törley Ice aims to be the embodiment of the “Summer Vibe”, a new champagne and bubbly experience that combines fun and style for warm summer evenings.
Takeaway:
1) Törley Ice shows a newer way to join the world of drinks created with ready-to-consume mindset without any special preparations, launching a product that’s enjoyable right after you pour it over ice.
2) The new expression also shows an example of shifting and opening up a champagne brand from classic champagne consumption to new opportunities.
3) Törley Ice is another example of different categories taking on gin attributes with moving towards light serves garnished and consumed over ice.
Taste the ingredients of the future
Acclaimed London bar Artesian has created a new cocktail list composed of 16 serves, called Ingredients of the Future. Each serve celebrates a single ingredient that presents ‘versatility and adaptability’, and looking to a healthier future for the planet.
Ingredients featured include vegetables and fruits, such as sweet potato, beetroot, mushroom, date, jackfruit, and pea; and plants and trees including amaranth, moringa, pandan, and nopales. Other ‘unexpected elements’ have also been worked into the drinks, including soil and insects. For example, the cocktail Insects is made with crickets mixed with Michter’s Bourbon, Campari, Nixta corn liqueur, chicatanas, coffee, and lime. It is described as a celebration of ‘the unusual becoming usual’, similar to a Whiskey Sour with dry and smokey notes.
Takeaway:
1) Initiatives like Artesian bar’s suggest that the experiementations and innovations with new and unique flavours are far from over in the alcohol sector.
2) The new cocktail list also supports that sustainability is now in the core of new initiatives and launches in the sector, being either in ingredients, methods, packaging or other aspects.
The new depth of the sparkling wine industry
South East England-based Rathfinny Estate partnered with Norwegian cruise company Hurtigruten on a six-month experiment that took English sparkling wine to new depths. The project, called ‘Havets Bobler’ (translating to ‘bubbles from the sea’), had been in development for over a year. It involved 1,700 wax-sealed bottles of Rathfinny’s Classic Cuvée 2018 being submerged 30 metres beneath the ocean’s surface at 66° north, just short of the latitude of the Arctic Circle, for half a year.
It was suggested that the consistent cool conditions, around 5°C, pressure and relative lack of light at that depth could create the ideal conditions for bottle maturation of the English fizz. Upon tasting the deep sea drink, Nikolai Haram Svorte, the winner of this year’s Norway’s Best Sommelier award described it as “the start of something truly exciting”, and said: “After only six months submerged in Arctic waters this method has ensured the wine remains noticeably vibrant and in great condition by delicately slowing the maturation.”
These unique wines will be served onboard Hurtigruten ships as part of the company’s 130th anniversary celebrations.
Takeaway:
1) Brands need to come up with more and more shocking ideas to get attention in constant marketing noise, and the sparkling wine brand has found an outstanding way of being “the market’s first” – and (unlike some other outstanding ideas) in this case the initiative had a specific goal and impact on the final product matured under the extreme circumstances.
2) Extremely unique brand experiences and exclusively limited editions could be a good way to consumers’ hearts, and in this case extreme circumstances resulted in a truly limited edition.
Canned soup has never been more appealing
Wales-based Silver Circle Distillery has launched a ready-to-drink (RTD) Bloody Mary cocktail in a soup can. The Ultimate Bloody Mary is made with the producer’s Black Garlic Vodka, tomato juice, apple caramel, white shoyu, a dash of jalapeño, red pepper hot sauce, and vegan Worcestershire sauce.
Clocking in at 7% ABV, the Bloody Mary is recommended served chilled with two ice-filled glasses, and garnished with a celery stick. Each can contains two servings. Silver Circle has also created a playlist to accompany the launch, for a ‘lazy brunch the morning after the night before’, called Brunch Culture Playlist.
Takeaway:
1) The ready-to-drink (RTD) variants show how brands have started reacting to the constant rise in at-home alcohol consumption and the need for cocktail serves. The RTD format strengthens this trend by enabling consumers to simply enjoy mixed drinks at home without any special preparations.
2) With Bloody Mary RTD created specifically for brunch suggests that brunch as an occasion might be the next up-and-coming occasion in the sector.
