Current Issue: September 2014

 
 

In this Issue:

 
New Heineken Star Can debuts in India
Remy Cointreau, Century preserved in a bottle
Bacardi Triangle Unleashed
Top liquor producers reiterate commitments to reduce harmful drinking
CSR enters into the corporate DNA of the alcohol industry
Say cheers to the festive season!
Grover Zampa vineyards serves Vijay Amritraj Reserve Collection wines Ace in India
Oktoberfest over the years
Johnnie Walker House now in India and Taiwan
 
 
 

New Heineken Star Can debuts in India

Global roll-out underlines importance of market

International premium beer giant Heineken has launched the much awaited 'Star Can' in India, coinciding with the global roll-out of the new modern and progressive design which the company says is intended to "convey sophisticated simplicity". In India, Heineken is currently available in 650ml and 330ml bottles and the latest 500ml aluminium Star Can, which expands the brand offering in India, is expected to attract new consumers and cater to more consumption occasions.

"Heineken Star Can will be launched in a phased manner, beginning with Daman, Goa, Delhi, Pondicherry and Bangalore, followed by other key consumption markets like Mumbai, Kolkata, Chandigarh, Haryana, UP and Punjab," said Samar Singh Sheikhawat - Senior Vice-President, Marketing, United Breweries Limited.

The Cans will help increase the sales of Heineken, he said. "We expect the overall brand to grow organically by over 50% this year and hope to extend the drinking experience to more drinking occasions and reach out to new consumers," Sheikhawat added. The Heineken Star Can will be priced at Rs 120 in Maharashtra and Bangalore. The can is priced at 100 and 70 in Delhi and Goa, respectively.

 

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Remy Cointreau, Century preserved in a bottle

Xavier Desaulles, Managing Director, South East Asia, Rémy Cointreau, Group Middle-East & India was in Delhi, recently. He talks about the brand, its exclusivity and consumer engagement activities in India.

Opulence, class and ultimate experience - Rémy Cointreau, the French Group has everything that makes it a sweetheart of the aspirational drinkers in India. And as the tipplers in India are moving beyond just sipping whisky, the group is busy strengthening its position. Xavier Desaulles, Managing Director, South-East Asia, Middle-East & India, Rémy Cointreau says, "India is developing fast and it is one of the largest market. It has a huge potential. Here, we want people to think beyond grain as far as social drinking is concerned."

Based in Singapore since April 2011, Xavier Desaulles is responsible for the expansion of Rémy Cointreau in challenging yet, emerging market cluster of Southeast Asia, Middle East, and India. The liquor group is focusing on delivering quality brand by doubling their business impact in India. Having already made its presence felt in more than 150 countries, the brand plans to further consolidate its position in The Indian sub-continent. The group's USP lies in delivering premium quality products. The group's flaunts products like Rémy Martin cognac, the celebrated Louis XIII, Mount Gay rum, Metaxa brandy and Cointreau liqueur. And as far as the market presence is concerned Desaulles says, "We have been in India more than three years where we are trying to consolidate our position further by trying to engage in various activities. Our approach is both progressive and innovative where we are also training the bartenders of various bars and restaurants."

 

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Bacardi Triangle Unleashed

Bacardi rum has launched Bacardi Triangle, an event that will see 1,862 invited guests and competition winners take on "one of the world's most mysterious forces of nature" in a three-day, music travel adventure, from October 30 to November 2, 2014. This is the latest execution of the rum brand's "Bacardi Untameable Since 1862" campaign which was launched in November 2013.

Bacardi has made a multi-million dollar investment in the event's activation across 25 cities world-wide. It features a through-the-line communications strategy including TV, radio, PR and digital and takes an approach to social media by activating through the artist's social media channels to engage with fans who can win tickets to the event.

Grammy award-winning DJ Calvin Harris, hip hop star Kendrick Lamar, and singing sensation Ellie Goulding will perform their biggest hits as part of an 'untameable, music weekend'. Bacardi Triangle will take the Bacardi association with music to the next level and showcase this to audiences across India.

"Our bold new identity 'Bacardi Untameable since 1862' celebrates the 152-year-old legacy of the brand and its uncompromising passion, driven by its irrepressible spirit. We believe Bacardi Triangle is a unique music travel experience which brings this passion and this spirit alive and we are delighted to offer a few passionate individuals from India the chance to attend this unprecedented event," said Manish Seth, Director of Marketing & Sales, Bacardi India.

 

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Top liquor producers reiterate commitments to reduce harmful drinking

Thirteen of the world's leading producers of beer, wine, and spirits have released their report on progress made in 2013 for implementing the 'Beer, Wine and Spirits Producers' Commitments to Reduce Harmful Drinking'.

Based on Dunhill's classic vintage car The 13 signatories of the Commitments are: Anheuser-Busch InBev; Bacardi Limited; Beam Suntory Inc.; Brewers Association of Japan; Brown-Forman Corporation; Carlsberg; Diageo; Heineken; Japanese Spirits & Liqueurs Makers Association; Molson Coors; Pernod Ricard; SABMiller and the UB Group. "We saw 2013 as an important first year to lay the foundation for this unprecedented global effort, and we have more work to do to address the complex issue of harmful drinking over the Commitments' next four years and beyond," said Rick Wilson, Chairman of the International Center for Alcohol Policies and Senior Vice President, External Affairs & Corporate Responsibility, Bacardi-Martini, Inc. "We have learned a great deal over the past year, and we are using that knowledge to inform, strengthen, and accelerate our efforts moving forward in a fully transparent process," he said.

The Commitments represent the largest ever industry-wide initiative to address harmful drinking. The report, which was based on key performance indicators developed by Accenture Sustainability Services and assured by KPMG Sustainability, examined progress made on 10 different action areas.

 

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CSR enters into the corporate DNA of the alcohol industry

The liquor industry has long been criticised for being conspicuously against public good. But it is the CSR initiatives taken by several companies paint a pretty picture. In order to recognise the good work done by different companies, Ambrosia has also been instrumental by appreciating their work and giving away awards during INDSPIRIT for the best CSR activity in the industry.

True that the industry has earned a bad name and has always been looked down upon. However, the time is changing and people are witnessing the other side of the industry-getting socially responsible. Today, the liquor industry is abuzz with corporate social responsibility, partly to enhance the image and partly due to law mandating the industry to spend a portion of their profit on CSR activities. One can see the liquor companies jumping on the bandwagon and taking up a range of issues for the social good. Various companies like Diageo, SABMiller, Radico Khaitan, India Glycols Ltd and Bacardi are benefitting the society and positively influencing the lives of people.

Responsible Drinking
The companies are undertaking various initiatives to tackle the menace of drunken driving and to create a responsible role for alcohol in the society. 'Road to Safety' is one such initiative taken by Diageo, which endeavours to help reduce the burden of serious injuries and deaths due to drunken driving. Besides, the company is also involved in building the capacity of traffic police and creating awareness among drivers of commercial vehicles (school buses, auto rickshaws, buses and trucks) in an unorganised sector, on the dangers of drunken driving.

 

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Say cheers to the festive season!

Constituting the highest value sector of the beverage market, wine and spirits brands rely on premium gift packaging to differentiate their products and create excitement in the retail segment, especially when seeking to maximise the potential of new product launches, brand refreshes and holiday gift-giving seasons.

Companies and brands get into gifting spree to get consumers high this festive season. Companies aim to optimize their brand value this festive season as they surprise the consumer with customised and trendy new gift packs for the season. Latest spotlight in beverage alcohol being the introduction of gift packs for the already reputed portfolio - while one gives a take-home hipflask, the other with an attractive glass tumbler which can add up as a collectable memorabilia. It all started with the thanksgiving culture where one extended gifts to make the festive mood merrier.

With brands like, VAT 69, Jim Beam, and William Grants encashing on the gifting season with giveaways that include glasses, mixers, cocktail apparatus, the companies are leaving no stone unturned in keeping their customers in the festive mood. While the festive packs have for long been in the UK, USA - the trend is soon catching up in India, where consumers look for a surprise in their brand of alcohol.

A lot of effort goes into manufacturing a gift pack carton, several SKUs with various type of gifts, the whole carton printing mechanism gets complicated. Manohar Packaging Group – renowned world-over as a premium packaging specialist, has rolled out award-winning gift packs for brands like Officer's Choice Blue, Teacher's, Black and White, etc.

 

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Grover Zampa vineyards serves Vijay Amritraj Reserve Collection wines Ace in India

While Vijay Amritraj went on to make a name for himself despite very few Indian sportsmen had done so, Grover Zampa Vineyards with its Vijay Amritraj Reserve Collection wines is also hoping Indian wines will acquire the same fame as Vijay Amritraj did in the world of tennis.

Grover Zampa Vineyards launched the Vijay Amritraj Reserve Collection of white and red wines in Mumbai branded after one of the world's most legendary tennis player. The product was first launched during the recently concluded Wimbledon tournament and in Bangalore. The company is also planning launches in Delhi, Goa and six other states which are key wine drinking destinations. Consumption remains heavily weighted to Mumbai, Delhi, Goa and Bangalore, which between them could account for as much as 90% of total volumes, although smaller, important markets can be found in Punjab and Pune.

This collection includes Vijay Amritraj Reserve Red and White wines. The red reserve is a blend of Cabernet Sauvignon, Shiraz and Viognier. The White reserve is a barrel fermented and barrique aged Viognier. The Vijay Amritraj Collection wines will be distributed in India and key international markets like UK, USA and Europe. To create this special collection Grover Zampa Vineyards and Mr. Vijay Amritraj collaborated on this project forover two years to produce top quality white & red wines reflective of Indian terrier, said Kapil Grover, Chairman, Grover Zampa Vineyards, at the launch. Other dignitaries at the launch included Deepak Roy, Ravi Jain and Neeraj Deorah, promoters of Grover Zampa Vineyards.

Sumedh Mandla, CEO, Grover Zampa Vineyards expressed "Our brand is dedicated to express passion, elegance and success associated with the legend of Vijay Amritraj. We are very excited to launch these premium wines in India and in international markets. This brand will provide Indian wines an enviable international platform that can only lift its reputation across the world."

 

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Oktoberfest over the years

Held annually in Munich, Bavaria, Germany, Oktoberfest is a 16-day festival celebrating everything beer. Running from late September to the first weekend in October, it is one of the most popular events in Germany and is the world's largest fair, having been held since 1810, with more than six million people from around the world attending the event every year.

Wiesn, as the locals traditionally call their public festival which has become nothing less than a global phenomenon. The enthusiasm appears to be catching as the number of countries joining the Oktoberfest celebrations increases every year! Oktoberfest started in October 1810, when Crown Prince Ludwig, later to become King Ludwig I, invited the citizens of Munich to celebrate his wedding. Bavarian costumes are typical for the Oktoberfest. Men wear short lederhosen while the women sport a dirndl. The traditional costumes are what makes a genuine Wiesn waitress at the Oktoberfest. A few things have changed over the last twentythree years, however. In the past, the Winzerer Fähndl was a quieter, cosier marquee. Nowadays, it's party all the time. The atmosphere is great, people dance on the benches and visitors from every corner of the world raise their glasses together.

On average around 20% of the more than six million visitors to the Oktoberfest every year are from other countries. A fifth of them travel from Italy where the beer festival is particularly popular. Many visitors also journey to the Bavarian capital from the US, Russia, France, China, Spain and Latin America. It is a delight to see foreign guests joining the German in appreciating their traditions and our beer. The bestselling beer in the Winzerer Fähndl, is Paulaner's Oktoberfest beer, one of our seasonal specialties.

 

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Johnnie Walker House now in India and Taiwan

After Johnnie Walker House launches in Beijing, Shanghai and Seoul, Diageo has extended its footprint to Mumbai in India and Taipei in Taiwan to build the market for luxury scotch drinkers in the country. Continuing the brand's mantra of 'Keep Walking', the new Johnnie Walker Houses in Mumbai and Taipei are multisensory embassies for luxury Blended Scotch Whisky, designed to educate and inspire travellers by providing them with a luxurious and engaging shopping experience that encapsulates the history, provenance and pioneering spirit of the Johnnie Walker brand.

Travellers can discover the history of Johnnie Walker and its famous liquids through a number of striking wall installations; and in deluxe mentoring spaces specialist brand ambassadors will invite them on a sensorial journey to touch, taste and smell the rare elements that make up Johnnie Walker. To celebrate the inauguration of the Houses, a limited edition bottle of Johnnie Walker Blue Label has been created. The Johnnie Walker House ™ Art Collection – Mumbai Edition will be exclusively available at Mumbai International Airport.

Doug Bagley, Managing Director, Diageo Global Travel and Middle East, said, "We are delighted to bring not one, but two Johnnie Walker Houses to life in partnership with our customers in key travel retail channels globally. This reinforces our long-term commitment to providing travellers with a luxurious, unparalleled shopping experience in one of the fastest-growing retail channels worldwide. Both airports are key travel hubs, handling a combined 63 million passengers a year which make them perfect locations for Johnnie Walker Houses within our burgeoning industry. We are confident that they will surprise and delight consumers with an unmatched retail space and deliver a luxurious shopping experience."

 

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