News Briefs for May 10, 2016
May 10, 2016•Grey Goose has unveiled a new TV advertising push under its ongoing Fly Beyond campaign. Appealing to aspirational, adventurous consumers, the initiative includes 30- and 60-second TV spots featuring a group of friends “who discover a dirigible and collect all of the essentials needed for a movie night in the sky.” The effort also includes print, out-of-home, digital and social elements and marks “a significant, global investment through-the-line to drive category growth this summer,” Bacardi says. According to Kantar Media, Grey Goose’s U.S. media spend declined 26% last year, but its $15.6 million outlay was still the vodka category’s largest. Tom Swift, the brand’s global vice president, recently told SND that Grey Goose will “invest more in experiential marketing this year, but not to the detriment of other channels. We’ll be smarter and bolder in our media choices, but that side isn’t going down.”
•Boutique retail chain The Wine Cellar has a slate of new store openings planned across the country. New Wine Cellar locations in Seattle, Fort Lauderdale and Sacramento are in the works for this year, with openings in Los Angeles, Boston, Connecticut, New Jersey, West Palm Beach, Florida and St. Paul, Minnesota anticipated next year. The retailer, which focuses on small-parcel and boutique wines, currently has 11 locations across Ohio, Connecticut, Florida, Illinois, New York, New Jersey, Missouri, North Carolina, Colorado and Texas.
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