The Spirits of Christmas

Baileys

Baileys is to Christmas what Pimm's is to summer: the undisputed king of the season. In summer Pimm's can so often be the drink of choice for a friend or relative who doesn't normally visit the pub - and so it goes for Baileys at Christmas.

This year Diageo is really going for it - looking to create its most heavyweight investment programme in the cream liqueur for five years. The drinks giant is looking to do this through the on-trade launch next month of its two new flavoured varieties: Baileys with a hint of mint chocolate and Baileys with a hint of crème caramel.

The two new flavours were launched into the off-trade for Christmas last year, and according to Nielsen statistics added more value than any other new spirit and beer innovation, delivering more than £10m in retail sales.

Diageo has earmarked a £6m marketing spend for Baileys over the Christmas period, of which £2.5m will support the on-trade launch of Baileys Flavours.

Emily Young, Baileys senior brand manager at Diageo GB, says: "No other spirits brand is associated as closely with Christmas as Baileys and this year we have increased our investment behind the brand by 20 per cent, making it the most heavyweight campaign over the festive period for more than five years."

A new television advertising campaign will be launched in October and will be supported by sampling activity, press and outdoor advertising, PR and marketing. As Christmas approaches the brand is also sponsoring the TV programme, Men in Trees.

Point-of-sale (PoS) kits will be provided to 4,000 outlets. They will contain posters, tent cards and back-bar displays, all highlighting the new way to serve Baileys - shaken with ice. Promotions will also be run through select outlets where consumers receive a Baileys cocktail shaker with the purchase of two serves of the Irish Cream brand.

Smirnoff​

Diageo GB is backing vodka, investing £3.5m in Smirnoff Red and Smirnoff Black for Christmas, including a £1.2m campaign specifically in on-trade activity.

The total marketing programme includes television, press, outdoor and digital advertising, as well as experiential marketing and in-bar PoS.In December, Diageo is also bringing its successful Christmas 2006 ad, 'Bottle Smash', back to television screens.

Chris Lock, Smirnoff marketing manager for Diageo GB, says: "Smirnoff is a major driving force behind the performance of the spirits category at Christmas and our marketing plans reflect a significant investment through the line that will engage consumers and aims to increase sales for licensees.

"Our advertising campaign and PoS kits highlight the quality of Smirnoff vodka, as well as suggesting great new serves licensees can create for customers.

"Try mixing Smirnoff vodka with cranberry juice in a tall glass over plenty of ice and garnish with lime, for a refreshing, seasonal drink."Throughout the festive period, Smirnoff Black will continue its press advertising, in men's style titles, increasing consumer awareness for this super premium vodka.

Bell's​

Heading Diageo's £1.5m whisky programme is a new press advertising campaign for Bell's entitled 'Rich with Flavour, Full of Life'.

Members of Bell's relationship marketing programme will be invited to enter a competition to submit their own thoughts around the more humorous side of Christmas, with the winning entry turned into an advert and published in press over the festive period.

For the on-trade, licensees have the opportunity to win one of 500 framed prints of the on-trade specific brand advert.

An ad will run in the trade press throughout October and November, specifying a hotline where pubs can enter. In addition to the consumer press campaign, there will also be a mailing to 250,000 regular Bell's drinkers.

James Pennefather, brand director for whisky at Diageo GB, says: "Whisky is a huge category within the spirits market and essential to driving both volume and value at Christmas. Licensees can also create further consumer interest and drive sales by introducing different ways to serve whisky - such as Bell's and ginger."

Bushmills​

Bushmills Irish Whiskey, meanwhile, will be launching a £500,000 press advertising campaign, 'Irish at its Best', which will also highlight Bushmills' sponsorship of the Irish Rugby Federation, as well as the up-coming 400th anniversary of the Bushmills brand.

Jameson​

Coming up to Christmas, Jameson Irish Whiskey will be given a strong push by Pernod Ricard UK (PR UK) through a new live music-inspired marketing drive to sample perfect-serve Jameson & Ginger.

As part of its commitment to create one million 'brand-in-hand' moments for Jameson over the next 12 months, PR UK is investing £1m in Jameson Live - a series of 80 live music events in selected bars supported by 4,500 Jameson Live retailer kits, all offering free music downloads with every purchase of Jameson & Ginger.

The Balvenie​

The Balvenie is investing in a strong marketing campaign in the run-up to Christmas as part of a programme to build brand awareness and underpin its premium single malt credentials.

The activity, which includes luxury brand partnerships, sponsorship, tasting sessions and whisky masterclasses at selected venues and events, has been created to engage with and raise the profile of the brand among discerning whisky drinkers.

Lamb's Navy Rum​

Halewood International will unveil a number of new initiatives in the run-up to Christmas as part of an initial £500,000 investment for Lamb's Navy.

The company, which took over the distribution of the brand from Pernod Ricard in April, is looking to use cocktails as a means to engage a younger audience.

Halewood is also currently embarking on a pack and label redesign and plans to support a product relaunch in the near future.According to Halewood's marketing controller Richard Clark: "Lamb's is a brand with immense heritage and a loyal consumer base, neither of which have been fully leveraged in recent times".

"The range of initiatives we have developed will help drive value and volume growth in the key pre-Christmas trading period and beyond," he adds.

Sailor Jerry​

Sailor Jerry, the spiced rum brand distributed in the UK by First Drinks Brands, is investing in a new music marketing campaign that capitalises on the brand's existing links with rock music.

Launched at the end of August, the activity, which includes PR, sponsorship and sampling, builds on the brand's existing links with rock music and will continue until the end of the year.

In addition, one lucky winner will also get the chance to sing live on stage with Dave Vanian and The Damned in December by uploading a video of themselves singing onto the Sailor Jerry website.

Courvoisier​

Beam Brands is looking to give Courvoisier a real push during the Christmas period.

Marketing controller for Beam Global UK Jeanette Edwards says: "Licensees can maximise their profit opportunities by encouraging customers to trade up. So trading up from VS to VSOP, which is aged for longer and offers a subtle aroma and a warm, delicate flavour, can improve profit margins further. A 70cl bottle of VSOP cognac delivers 82 per cent more profit than most VS alternatives.

"Beam Global UK has also invested heavily in the 'Courvoisier Members' scheme for licensees, offering newsletters, PoS kits and seasonal serve ideas for Courvoisier."

Courvoisier​​ Christmas cocktail​​

Beam Brands believes licensees can maximise their profit by offering simple cocktails this Christmas, such as:  Courvoisier GingerGlass: HighballIngredients:25/50ml Courvoisier VS or VSOPGinger beerGarnish: Squeezed lime wedge​

Method: Build over c​