Blog: Olly WehringPress Releases - we love them because we hate them

Olly Wehring | 19 March 2007

Many of you will already know the fun we here at just-drinks get ploughing through your press releases – a snip here, a snip there, it’s all fun, fun, fun.

The first thing we do is pull out the adjectives because, by golly, if we were to describe one of your competitor’s products as “delightful”, “delicate” and “de-lovely” (I’ve seen it once), then you’d never believe another word we type. Then, we look at trimming sentences down into bite-size chunks that you could read out loud in one breath. Finally, we look at boiling the details of the release down to the facts and discarding the whimsy.

But sometimes, I believe, a release should be left as is – here are some excerpts from one such release.

 

Herschelle Gibbs of South Africa today (16 March) achieved the remarkable feat of hitting six ‘sixes’ in a single over against the Netherlands, and in so doing earned a US$1m donation that will be awarded to Habitat for Humanity thanks to Johnnie Walker the world’s best-selling brand of Scotch whisky and an official sponsor of the ICC Cricket World Cup 2007.

“It’s just a marvellous achievement. For Johnnie Walker to come up with the $1m ‘Six Sixes Challenge’ certainly acted as a huge incentive to the players,” exclaimed Sir Vivian Richards. “Herschelle Gibbs was one of the players who I thought could achieve the feat and I’m delighted he’s done it.”

“Diageo, the parent company of Johnnie Walker, along with Sir Vivian Richards, our ‘Know Your Boundaries’ responsible drinking ambassador, couldn’t be more thrilled with donating US$1m to Habitat for Humanity in our efforts to enrich the Caribbean community,” continued Randy Millian, managing director for Diageo’s Latin America & Carbbean hub. “We offer our sincere congratulations to Herschelle Gibbs for this most outstanding accomplishment …Keep Walking!”

 

Of course, I mean this only as a gentle dig. Hats off to Johnnie Walker for its fantastic (my own adjective) donation to the Caribbean home-building charity.


BLOG

Did Alibaba's 9.9 Global Wine and Spirits Festival flop?

Major wine players flocked to China ready for online giant Alibaba's 9.9 Global Wine and Spirits Festival, which took place on 9 September....

BLOG

Is Vietnam about to curb late-night drinking?

In May, Heineken's CEO, Jean-François van Boxmeer, called Vietnam the "poster child" for international beer thanks to strong demographics and growing demand....

BLOG

Heineken brings commercial know-how to new recruitment drive

Heineken is known for its flashy adverts. Now the brewer has given the star treatment to a new recruitment drive with a glamorous and highly-persuasive ad that, quite frankly, had the staff here at...

BLOG

Queues are forming for latest (Jim Beam) Apple product

Move over iPhone 7 headphones-gate, there is a new Apple product causing a stir. Or a shake. Or just a shot....

just-drinks homepage



Forgot your password?