Blog: Will Kestrel take flight with golfers?
Andy Morton | 10 April 2014
Most marketing campaigns have familiar goals - an increase in sales, wider consumer recognition.
Others, such as the latest from Scottish beer brand Kestral lager - seek to change the entire lexicon of one of the world's most popular and venerable sports.
The Kestrel Brewing Company, owned by former Wells & Young's MD Nigel McNally, is asking golfers to call a hole-in-one - when the ball finds the cup in one shot - a “kestrel”. The company claims this would dovetail nicely with golf's other bird-based terms such as birdie, eagle and albatross, while also raising awareness of dwindling kestrel numbers in the UK.
To achieve this, Kestrel will launch a campaign in 250 UK golf clubs. But while I laud the brewer's lofty aims, let's hope bigger beer makers don't get ideas about other popular sporting terms. Otherwise, come the World Cup in Brazil this year we may all be watching players scoring the winning Budweiser.
Whisk(e)y companies spend a lot of money and effort ageing their products for that premium taste....
PepsiCo created a stir last week with the news it is testing a product called Caleb's Kola, with some in the media claiming it was the beginning of a new “craft soda” category....
The Isle of Arran Brewery has said its beers will be available to US wholesalers from next year after establishing its own US import company. ...
SABMiller's bid to widen the appeal of beer is very much in evidence at its latest 'House of Peroni' - with beer cocktails and a bigger bottle for the Italian lager brand on offer. ...
India's beer industry has called on the government to end laws that tax the category at the same rate as spirits, according to a report. ...
Here's a round-up of the big stories on just-drinks last week, featuring PepsiCo, SABMiller, the Scotch whisky category and the US wine market....
- Diageo's future brighter than present suggests
- Diageo's Q1 Results by Region
- Analysis - Remy's Cognac "dead-cat bounce"
- Focus - Remy Cointreau's H1 Performance by Brand
- SABMiller's troubles fuel M&A rumours
- Moët Hennessy unveils first Travel Retail outlet
- Diageo puts Beckham centre stage in Haig Club ad
- United Spirits sees Q1 net loss
- Diageo Q1 sales dip "in line with expectations"
- TWE unveils Penfolds range after CEO's "bold move"