Red Stag hopes to be a dance-floor hit

Red Stag hopes to be a dance-floor hit

Beam Inc partner Maxxium UK has announced the launch of a music-themed marketing campaign in the UK for its Red Stag brand.

Promotion teams will cover 14 music venues in 11 UK cities handing out free samples of the cherry-flavoured Bourbon. The company, which is Beam Inc's sales and marketing JV, said earlier this week that it hopes to reach about 10,000 consumers over the six-week campaign.

The brand is also partnering with club-night organisers Propaganda to launch the Red Stag Fresh Tracks presents DJ tour. The tour will feature DJ sets from Bloc Party and Bombay Bicycle Club at venues throughout this month and next.

Point-of-sale will include branded T shirts and shot glasses as well as posters with music-themed straplines.

One thousand branded guitar plectrums, which can be exchanged for a shot per person and a Red Stag antler mask, are being distributed at ten high-footfall club nights, Maxxium said.

“The Fresh Tracks campaign links Red Stag with two fundamental aspects of our target consumers’ lives - socialising and music - and features the brand as an integral part of the experience from booking right through to Facebook and Twitter uploads afterwards, ensuring an engaging and lasting relationship with consumers,” said Maxxium UK marketing controller for imported whiskies Eileen Livingston. “This initial phase of our programme entrenches Red Stag in their minds, generating awareness and building brand loyalty.”

Earlier this year, Red Stag launched spiced and honey-tea versions in the US.