News Briefs for April 30, 2014April 30, 2014
•Bacardi Ltd. has linked with celebrity chef Jamie Oliver in a “cross-portfolio partnership” that seeks to educate home entertainers on cocktail techniques. The partnership will include the launch of a new YouTube channel, DrinksTube (to be the companion to Oliver’s FoodTube channel), for which Bacardi is the exclusive spirits sponsor. As such, the drinks giant will co-create content that features various Bacardi brand ambassadors, mixologists and bartenders, with a new cocktail segment debuting each Friday. In addition, Bacardi and Oliver will launch a new Bacardi Mixed Drinks website and app, which will include more than 400 recipes with how-to guides aimed at demystifying the cocktail experience for home bartenders.
•Stoli Group USA is looking to boost its namesake vodka brand with a campaign centered on the Moscow Mule cocktail, which includes vodka, ginger beer and lime served in a copper mug. In line with the effort, Stoli has created its own branded ginger beer, which is rolling out to both the on- and off-premise in four-packs that will retail at $5.99. Stoli’s Moscow Mule campaign will also see the brand host more than 330 bar events at 12 cities across the U.S.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.