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News Briefs for August 22, 2014

August 22, 2014

•Pernod Ricard has entered into a multimillion-dollar deal with branded-entertainment agency Madvine that will see its brands integrated into the scripts of film, TV and digital projects, Ad Age reports. Madvine CEO Danny Stepper told the publication the partnership will focus on featuring Pernod brands in content beyond traditional advertising methods, such as brand involvement “at the script level.” Among a slate of initiatives being discussed, Absolut vodka, Absolut Elyx, Malibu rum and Kahlua are set to be integrated into an upcoming film starring Zach Galifianakis, Owen Wilson and Kristen Wiig, which is being developed by Madvine parent company Relativity.

•In a welcome sign for the drinks industry, on-premise traffic turned positive for the first time this year in the four weeks through August 10, according to GuestMetrics. Full service restaurant and bar traffic increased 0.3% during the period, but is still down 1.2% year to date. Casual dining traffic rose 0.5% (down 1% year to date) and bar/club traffic edged up 0.5% (down 2.2% year to date). The fine dining channel saw traffic incline 0.2% in the most recent four weeks, with year-to-date traffic down 2%. Sales have also accelerated across the on-premise—full service restaurant and bar sales lifted 3% over the last month, compared with a year-to-date rate of 1.6%.

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