UK: Beam Inc's Red Stag rolls out club promotion
Red Stag hopes to be a dance-floor hit
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.
- Ten questions for Diageo - Analysis
- Have spirits companies forgotten the mainstream?
- Does alcohol accelerate the onset of dementia?
- How craft beer has shattered its US shackles
- Pernod's mood darkens over India - Analysis
- Moet Hennessy unaffected by LVMH Dior buy
- Distell acquires majority stake in Cruz Vodka
- BrewDog moves into spirits with LoneWolf launch
- Diageo to cut 105 jobs in Scotland, 50 in Italy
- Portman Group heads to Tesco for new chief exec
- Global Scotch insights - market forecasts, product innovation and consumer trends
- Global Champagne and sparkling wine insights - market forecasts, product innovation and consumer trends
- Battle of the Generations - The fight for iGen, Millennial, Gen X and Baby Boomer consumers
- Craft Beer: Coming of Age or Past Its Prime?
- Myanmar - ISA Country Report