Promotion Parade

Pernod Ricard will be maintaining a festive line-up of value-added packaging and point-of-purchase displays for trademark brands Kahlúa, Stolichnaya, Chivas Regal, Beefeater, Jameson, Martell, Wild Turkey, The Glenlivet and Hiram Walke this holiday season. The specially designed promotional materials will keep Pernod Ricard brands top of mind and offer consumers shopping convenience during the hustle-and-bustle of the holidays.

The 2006 off-premise holiday promotions for Pernod Ricard’s brands include:

• The exotic spirit of Kahlúa will be available in two holiday gift giving packages; the Kahlúa 750 ml. with two elegant White Russian glasses or alone in a holiday 750 ml. gift box. Supporting the value-added packaging will be a pole topper, shelf talker and a two-sided, acrylic case card with recipe tear pad.

• Stolichnaya Vodka is offering two special gift packs; one that features a 750 ml. of Stoli with two frosted shot glasses and one that features a 750ml of Stoli packed with four 50 ml’s of popular Stoli flavors. Larger Stoli flavors will also include unique gift wrap packages.

• Beefeater London dry Gin enters the holiday season with two value-added packs to attract store traffic. The Beefeater 750 ml. with two Collins glasses gift set and the Beefeater 1.75 with cocktail shaker gift set make a great and convenient gift to customers.

• Wild Turkey Kentucky Straight Bourbon comes to the holiday table with a range of gift packs that include a Wild Turkey 101 with two rocks glasses, Wild Turkey Rare Breed with two rocks glasses and a Wild Turkey 101 750 ml. gift carton. Point-of-sale has been designed in the unique personality of the brand.

Best. Job. Ever.

The makers of Chivas Regal scotch are launching Year Three of the Search for The Chivas Life, seeking two people to become Chivas Life Ambassadors for an entire year, traveling the globe together in search of extraordinary experiences.

Now encompassing twelve months, this latest Search will appoint two Chivas Life Ambassadors to serve as international representatives of the world’s smoothest Scotch whisky, whose compensation, including travel stipend, will be $200,000. Their duties will include interacting with international and domestic media, recording their adventures online, hosting mentoring events and attending exclusive Chivas Life events such as Elephant Polo and Snow Golf.

Another new component of the Search is The Chivas Studio, open for several weeks in six major markets – New York, Dallas, Miami, Chicago, Los Angeles and Las Vegas. In a custom-designed space in each city, the Chivas Studio will be open to film Chivas Life Ambassador applicants onsite, while at night, the Studio will offer various facets of The Chivas Life, whether it’s an intimate Chivas Musica event, a Chivas Life party, or various exhibits.

Applications for the two positions will be accepted through March 30, 2007, and will be reviewed by a panel of travel and lifestyle experts. For more information, or to download an application, visit

Miller Lite and Miller Genuine Draft are attracting consumers at retail by promoting Better Beer for the Big Game. A national sweepstakes offers consumers a chance to win a championship bonus, off-premise accounts are invited to build their own super party central and drive awareness with football themed floor decals, static stickers, stadium spectaculars, cut-outs, inflatables and yard markers.

Plus, consumers can stock up for their own big game party with these special cross-merchandising offers from Hillshire Farms Lit’l Smokies, TGI Friday’s frozen snacks, Jack Daniel’s sauces and marinades and Cheez-It Snack Crackers. This promotion will run from January 1 to February 5. See your local distributor for details and to request merchandising materials.

Heaven Hill

Heaven Hill’s PAMA Pomegranate Liqueur, the world’s first true pomegranate liqueur, will release a full consumer and trade media campaign beginning in November with consumer placements in GQ, InStyle, Vanity Fair and Vogue through October 2007. The campaign will continue to drive consumer and trade awareness for PAMA Pomegranate Liqueur – one the industries’ hottest products. The ad campaign is designed to capitalize on the overwhelming consumer and trade response to the product’s introduction. Consumer insertions will feature a scent strip, much like perfume ads, with the alluring scent of PAMA in a campaign titled, “Pomegranate Perfected.”

On the first anniversary of the product’s launch, PAMA Pomegranate Liqueur will also feature regional consumer ads in New York style publication Gotham, Miami social magazine Ocean Drive and the social-life based Chicago Scene.

The trade ad campaign will cover publications dedicated to both retail and on-premise spirits business. In the campaign, a PAMA Martini sits atop a pomegranate set against a background of the PAMA Tree logo in silver. The recipes will highlight the brand’s mixability and great flavor.


Diageo, which recently acquired Bushmills Irish Whiskey, has announced a new packaging and advertising campaign designed to build the brand’s profile in the Irish whiskey category. The new campaign is the first for Bushmills.

The campaign will also reference a March 8, 2006, New York Times article that selected Bushmills 10 Year-Old Single Malt as the Number One Irish whiskey among 16 competitive whiskies. The ads recently launched in sports publications, including Sporting News, USA Today, and the Times. The campaign will continue through the rest of the year in men’s lifestyle, news and trade magazines such as Blender, The Onion, Men’s Fitness and Men’s Journal.

The campaign will also prominently feature the new Bushmills packaging, which conveys a more contemporary feel, yet retains the brand’s strong Irish heritage.