Exclusive news and research on the wine, spirits and beer business

News Briefs for September 19, 2014

September 19, 2014

•Proximo Spirits has repackaged and repositioned its Boodles gin brand, backing it with a new campaign under the tagline “Proper British Gin.” For the fresh push, Boodles, which is 45.2% abv and retails at $23.99 a 750-ml., has created a new character, a butler called “Mr. Boodles,” who exhorts consumers to serve the gin “the proper way” (he favors mixing Boodles with tonic and garnishing with a twist). The campaign will focus on the digital, print and TV formats. Boodles was acquired by Proximo from Pernod Ricard in 2011.

•Wine lovers crowded Manhattan restaurant Daniel this past weekend to bid at part one of the Wally’s Auctions sale of former Cru restaurant owner Roy Welland’s prestigious collection. With about 350 registered bidders—double the normal turnout—the auction fetched nearly $6.6 million, exceeding its presale high estimate of $5.3 million. A rare offering of 200 lots of Domaine François Raveneau, the famous Chablis producer, sold for $623,000, over a presale high of $403,150. Five cases of Bonnes Mares Domaine G. Roumier 2005 went for $19,200 each. On Nov. 21 and 22, Wally’s Auctions will make its Los Angeles debut with part two of the Welland collection. Wine Spectator has the full story.

•MillerCoors has selected Omnicon Group’s TBWA to serve as agency of record for its Miller Lite beer brand, reports Advertising Age. The agency won out over Publicis Groupe’s Leo Burnett and WPP’s Royal Order, both of which were also invited to pitch the Miller Lite account earlier this summer. TBWA’s first Miller Lite campaign, which is expected to put the focus back on the brand’s taste, will roll out early next year. Last year, MillerCoors invested around $160 million on measured media for Miller Lite, according to Kantar Media. The brand was down 5.9% in the U.S. last year, to 13.7 million barrels, according to Impact Databank.

 

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