UK: Mount Gay uses sailing ties to double sales
Remy Cointreau-owned firm Mount Gay Rum has more than doubled UK sales in the past five years. The company also anticipates growing more than 10% ahead of the dark and golden rum market in the country during 2006.
Mount Gay, which has a historically strong affiliation with the sailing community, will invest GBP1.5m (US$2.8m) on marketing in Britain this year - with a "substantial" amount spent on this week's Cowes 2006 sailing regatta.
In return, the company hopes to see its Mount Gay Eclipse and Mount Gay Extra Old brands grow by 11% this year, way ahead of the 0.6% growth forecast for the UK rum market according to AC Nielson.
UK sales have escalated from just over 10,000 cases of 8.4l in 2001 to more than 25,000 cases last year, and more is expected for 2006.
The senior marketing manager of Mount Gay's distributor Maxxium UK, Eileen Livingston, told just-drinks yesterday(3 August) that the company's adventure platform could be transferred to other adventure sports in the future.
She said: "Mount Gay is targeting a very small and close community, but if ten sailors drink our rum they will tell ten other friends, creating a degree of momentum. We are relatively small within the UK but something like Cowes lets us move onto bigger things.
"It is not just a case of sponsoring the event, we are also speaking to sailors and competitors, with the intention of helping them improve their performance. A few other companies have dipped their toe in the water but found they are not really right for sailing."
The distillery linked up with the UK Sailing Academy for promotional activity at Cowes, and set up its own marina HQ and cocktail bar.
Gin-based summer beverage Pimm's and Italian premium beer brand Peroni also had a strong marketing presence at the sailing event.
In our first Just the Answer interview of 2007, Dean Best spoke with Nick Blacknell, brand director for Beefeater at Pernod Ricard subsidiary Chivas Brothers, about the company's ambitious re-launch o...
The fact that bad news travels faster than good, and is certainly more likely to make the headlines, is not lost on UK soft drinks companies, so it is somewhat surprising that the British Soft Drinks ...
V&S Group has sold its Florida Distillers business to French spirits group Belvédère for an undisclosed sum....
Appleton Estate is set to launch its Reserve Jamaica rum in the US....
Rising earnings across its business have boosted annual profits at Sweden's V&S Group....
Indian spirits group Radico Khaitan has reported a 22% jump in third-quarter profits....
Maxxium UK has appointed a new brand ambassador for Rémy Martin Fine Champagne Cognac....
Czech distiller Fruko-Schultz enjoyed record sales last year thanks to growing demand at home and abroad....
- Diageo's Q4/FY 2016 results - Preview
- Wine consumption and its health effects
- Can craft breweries compete in lager arena?
- The Coca-Cola Co's Q2/H1 2016 results - Preview
- A Wild Geese, Pernod Ricard conspiracy theory?
- Diageo names new TR head as Doug Bagley exits
- AB InBev seeks single buyer for European beers
- Gruppo Campari trials Negroni pre-mix
- Scotch drop hits Edrington as FY profits fall
- AB InBev raises SAB cash offer by GBP1 per share
- Global RTD insights - market forecasts, product innovation and consumer trends
- Adultifying Soft Drinks; Capitalizing on rising adult demand for non-alcoholic beverages
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends
- Global travel retail insights - market forecasts, product innovation and consumer trends