Promotion Parade

Evan Williams Bourbon, flagship label of Heaven Hill Distilleries, Inc., is “barreling” into the Fall whiskey season on a wave of marketing activity, from permanent display materials to national consumer advertising to its ongoing sponsorship of BASS Elite Angler Jason Quinn.

Evan Williams is starting the traditional selling season strong, utilizing its unique point of differentiation, “longer aging,” to graphically set it apart from the competition. Whether dominating the floor of a retail account with a multiple case stacking around the permanent metal rack, or stopping a reader in Sports Illustrated with a visually arresting image of the benefits of aging, Evan Williams is delivering on its “Aged longer to taste smoother” tag line.

Evan Williams is carrying strong momentum into the traditional 2006 Bourbon selling season. In recent years the brand has undergone a significant packaging upgrade, added a proprietary 1.75 L bottle design, and expanded its multimillion dollar national advertising campaign. And in the past two years, the brand has increased its sponsorship of BASS Elite Angler Jason Quinn, one of the top ranked pro anglers, who fishes in an Evan Williams “Bourbon and Water” graphic- wrapped ProCraft bass boat and Ford Excursion hauler.

To help further merchandise this crossover, Evan Williams is running a fall on-pack promotion, where legal, offering a popping plug lure affixed onto a 1.75 L bottle. In addition, the fall flow case card and new ad execution feature a “before aging” black and white picture of an old style fishing boat, juxtaposed against an “after aging” color image of Jason Quinn in his Evan Williams state-of-the-art bass boat.

Heineken Shows Some Soul

Heineken USA has hit a soulful note with the September kick-off of Heineken Red Star Soul, a series of live musical concerts and events that celebrate and recognize emerging and established artists and individuals who have blazed independent paths to success in the soul music category.

Heineken Red Star Soul concerts will be an invitationonly music experience and feature performances by soul music’s established and emerging artists including Angie Stone, Raphael Saadiq, Floetry, Lyfe Jennings, Amel Larrieux, Raheem DaVaughn, Bilal, Goapele, Leela James, and Dwele’. At each concert, which will be part of a series of events happening locally in eight participating cities, Heineken will also present the Independent Achiever Award to a local rising star who has experienced success while making a positive impact on the music community.

The concert series begins on September 12 in Philadelphia and concludes in early November in Atlanta.

Music industry icons Kenny Burns, Trinidad Mann and Jenine Simone will each host selected shows during Heineken Red Star Soul. Burns, a former Vice President of Roc-A-Fella Records and Co-founder of men’s fashion line RyanKenny, has guided the careers of many of today’s top stars including Kanye West and Monica.

Trinidad is a rising star who has appeared in films such as “G,” “Karma” and the upcoming film, “Third Miracle.” She has performed with numerous artists, including Jamie Foxx, Kanye West, Mary J. Blige, LL Cool J and Faith Evans. Jenine Simone is a recording artist and producer based in Houston, Texas.

During Heineken Red Star Soul, Heineken will present an Independent Achiever Award to an individual in each host city. The award recognizes individuals in the music community who exemplify the virtues of integrity, drive and achievement and who are making a positive impact in their community.

For more details about Heineken Red Star Soul and the Independent Achiever Award, visit

Goslings Gets Unfreakin’believable!

Gosling’s Rums is going to help some lucky New Englander win the ultimate season ticket – a pair of season passes to all Gillette Stadium events in 2007. The grand prize winner of the “UnBefreakinlievable Sweepstakes” will enjoy tickets to every football game, soccer match and concert at Gillette Stadium in 2007, moving ahead of more than 50,000 other football fans currently on a wait list for season tickets.

The sweepstakes will run from August 12, 2006 to December 14, 2006, requiring no purchase, and no offering-up of “a first-born son” to win. Anyone 21 and over can try their luck simply by filling out an entry form at participating retail locations in Massachusetts, Rhode Island and New Hampshire.

The advertising campaign will focus on what New England sports fans might be willing to give up to win this sweepstakes. One ad features a football fan offering up his firstborn son to the camera with the headline, “Get Season Tickets Without Doing Anything Rash.” Another version pictures a fan with a dotted line drawn around his upper right arm, presumably as a “cut here” guide. It, too, promises a chance to get season tickets, “Without Doing Anything Rash,” and with no purchase “or major body parts” necessary.

For more information about Gosling’s Rums or their “UnBefreakinlievable Sweepstakes” visit

Stella Artois Goes for Stardom

The Sundance Film Festival is the most popular independent film festival in the world, and Stella Artois is once again the exclusive beer sponsor. This fall’s “Picture Perfect” promotion leverages that sponsorship and provides off- and on-premise retailers with a star-studded vehicle to generate profits and volume. At the centerpiece of the promotion is a national sweepstakes offering a film buff’s screen dream come true – a VIP trip for two to the 2006 Sundance Film Festival, complete with airfare, accommodations, movie tickets, premiere party invites, and ski passes. The Stella Artois Picture Perfect promotion is supported by a full complement of POS that will drive consumers to to enter the sweeps, as well as drive increased consumer purchase. Off-premise, displays take center stage with items such as a director’s chair, branded red carpet, framed movie posters, spotlights, and customizable marquee signs. These upscale display elements provide a great opportunity to cross merchandise Stella Artois outside of the beer aisle with other leading movie essentials, such as DVDs, videos, and popcorn, too. Picture Perfect runs through December.

Corona Takes it Outside

Corona Extra and Corona Light have introduced two new outdoor ads that celebrate the brand’s spirit of the getaway by using the iconic bottle and lime in simple, yet powerful ways.

For many beer drinkers, Corona is the beach. The bottle and lime are like ocean and sand – seamlessly linked. The “Sandbar” execution transports consumers to the beach with its clean visuals and laid-back attitude, while “Casting Call” elevates the lime to celebrity status. The new advertisements will begin running in early September. For more information, visit

Oktoberfest with who else? The St. Pauli Girl!

St. Pauli Girl’s “Oktobeerfest” Promotion invites consumers to “Party with the Girl” during September and October. This annual promotion is anchored by St. Pauli Girl’s national spokesmodel, Brittany Evans, along with appetizing product shots of St. Pauli Girl’s full-bodied Lager and smooth-tasting Special Dark beer brands. Octoberfest is the ideal time to promote dark beers, especially German beers.

St. Pauli Girl will cook up the ultimate “Oktobeerfest” party experience in chain grocery stores via IRC’s, MIR’s and bratwurst recipes in Take-One Booklets distributed in off-premise displays.

In addition, consumers can take the party anywhere with St. Pauli Girl’s exclusive Collapsible Party Table purchase offer. Each Party Table features built-in storage for snacks, eight drink holders and a soft cooler to chill 24 bottles of St. Pauli Girl beer. This unique item can be purchased as a mail-in offer via the Take-One Booklets distributed at off-premise displays.

St. Pauli Girl’s popular Bier Garden Display Enhancer returns to increase customer draw and trigger impulse purchases at St. Pauli Girl displays. The Bier Garden Arch detaches from the Display Merchandiser to double as an eye-catching ceiling dangler.

Mickey’s is Getting into the Fight Game

Mickey’s Brewing Company has formed an alliance with the Ultimate Fighting Championship to become the official beer sponsor of the UFC, which includes exposure on UFC Pay-Per-View events and

Highlights of the deal include Mickey’s branding of UFC Octagon floor and bumpers during pay-per-view events, exclusive category rights to use UFC marks on packaging, on premise and point of sale, access to fighter name and likeness, and appearances at promotional events and parties, and Mickey’s signage featured during select live national television broadcasts on Spike TV.

The world’s leading professional mixed martial arts organization, The Ultimate Fighting Championship offers a competitive, intense series of sporting events broadcast around the world.

Alice White Gets Scary…Again

This Halloween, Alice White wines live again with the Monster Bash II holiday promotion. Building on the success of last year’s Halloween promotion, this promotion offers all the makings of a Halloween Monster Bash. Featuring a brand new complimentary mini-CD with scary Halloween sounds and an IRC necker offering $1 off any two bags of Snyder’s Pretzels, this promotion will kick off Halloween parties in style. Sure to capture everyone’s attention, each bottle includes a talking case card with a push-button sound sampling of the scary sounds CD. Alice White also offers Ciao Down with Alice, which features an IRC necker offering $1 off Classico products and $1 off Mamma Bella, New York or Texas Toast Garlic Bread.

The Alice White “Monster Bash II” national promotion runs the month of October 2006 and “Ciao Down with Alice” runs November through December 2006.

Miller Shoots for Sales Via Basketball

Miller invites retailers to pull down bigger sales by teaming up with Miller Lite and Miller Genuine Draft for the 2006- 2007 pro basketball season.

The popularity of professional basketball is bigger and better than ever. Last year, a new attendance record was set in terms of both total and average attendance. Miller Lite and Miller Genuine Draft will help retailers build on this momentum with a basketball program intended to create excitement with customers.

For this season, Miller is offering brand specific POS for Miller Lite and Miller Genuine Draft to communicate the respective brands identity to your consumers. By leveraging Miller’s local team alliances through impactful POS, consumers will make Miller Lite and Miller Genuine Draft their beer of choice when stocking up for the game.

This year Miller Lite will be teaming up with the Boston Celtics, Indiana Pacers and San Antonio Spurs. Miller Genuine Draft will be hooking up with the Los Angeles Lakers, Seattle Supersonics and Milwaukee Bucks. Thematic POS will also be offered to make your business the place to go before tip-off. This promotion runs from Oct. 1, 2006 to May 31, 2007