BrandsBriefs
Bacardi unveils its legacy
Bacardi has held a series of events for key industry figures to reveal the history of the brand. La Legacia de Don Facundo Bacardi Massó (The Legacy of Don Facundo Bacardi Massó) celebrates the rum's history since its creation in Cuba in 1862.
Hosted by master blender José Gomez, the events mark the first time that such an in-depth knowledge of the history and heritage of the rum has been shared outside of the Bacardi family and the brand's master blenders.
Bacardi has also launched an initiative for bar staff to create
"a whole new genre of clean, crisp and refreshing cocktails", to be rolled out in the coming months.
New look for Bavaria
Bavaria UK has given its alcohol-free lager bottle a new look. As an alternative to the traditional label, the re-design is a slick transparent image, which Bavaria said will "set the lager apart from the competition".
The Dutch brewer says the lager is brewed without alcohol, which helps it to retain the rich taste of an alcoholic beer. Other brewers brew beers with alcohol and then remove it at a later stage.
Green coffee for JDW
JD Wetherspoon has added environmentally-friendly coffee to its
685-strong pub estate following a tie up
with Italian brand Lavazza.
From this month, the Rainforest Alliance-certified Tierra! - a 100% Arabica blend - will be served in all Wetherspoons pubs.
The chain, which serves 16 million cups of coffee a year, said it decided to switch to Tierra! to have access to "a long-term, reliable supply and respond to consumers' growing interest in ethical products".
Diageo lands Zacapa rum
Diageo has signed a three-year distribution and marketing deal for Zacapa Centenario rum. The deal will run from 1 April 2008 and at the end of the three years, Diageo will have the option to buy a 50% stake in the brand.
The Zacapa rum range includes Zacapa Centenario 15, Zacapa Centenario 23 and the ultra premium Zacapa Centenario XO.
"Some of the most iconic drinks brands in the world are produced in Latin America and the Caribbean and we are delighted to be given the opportunity to distribute and market Zacapa, one of the most acclaimed rums in the world," said Randy Millian, managing director of Diageo's Latin America & Caribbean arm.
Rugby online for Magners
Magners has launched a rugby-themed online campaign that will run throughout the Six Nations.
The campaign, designed to strengthen Magners' association to rugby, will feature on the Guardian, Times and Independent websites throughout February.
The new "Pass, Tackle and Scrum" offering builds on the cider's TV "Orchard Charge" rugby campaign. Magners said rugby fans are a key target audience for the cider.
