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.
In the US, carbonated water has become a non-alcoholic beverage star, as consumers choose sparkling waters and seltzers instead of carbonated soft drinks to cut calorie and sugar consumption. The same...
No, this is not PepsiCo's new ad slogan for its Mountain Dew brand....
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....
In May, Heineken's CEO, Jean-François van Boxmeer, called Vietnam the "poster child" for international beer thanks to strong demographics and growing demand....
As the Travel Retail industry gathers for next week's TFWA World Exhibition amid the luxury yachts and pampered pooches of sunny Cannes, this most global of sales channels has much to ponder....
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...
- How the can has a part to play in beer's future
- The Future of Cocktails - Consumer Trends
- Will Brexit make a winner out of Travel Retail?
- Coke Life - Coca-Cola's niche soda - Comment
- What do US wholesalers think of spirits trends?
- Diageo Australia's commercial head to step down
- Diageo reveals revival plan for former factory
- US hits AB InBev with US$6bn fine over India sales
- William Grant sees 2015 sales, profits lift
- Stoli Group CEO Rob Cullins to step down
- Global gin insights - market forecasts, product innovation and consumer trends
- The Next Seven Big Beverage Markets
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends
- Global rum insights - market forecasts, product innovation and consumer trends
- Global RTD insights - market forecasts, product innovation and consumer trends