Whipped Cream and Fluffy Marshmallow- The Latest from Smirnoff Vodka

Publication: The Examiner

Title: Smirnoff gets fluffy with new flavors

Article by: William Dowd


Smirnoff is introducing two new sugary flavored vodkas- Whipped Cream and Fluffed Marshmallow.

According to Smirnoff’s PR team, these sacchariferous flavors epitomize “the decadent side of sweets.”

The flavors are intended to be sweet shots or and an ingredient in cocktails.


Absolut Celebrates 30 Years of Marketing to Gay Community

Publication: The New York Times

Title: Absolut Celebrates Its 30 Years of Marketing to Gay Consumers

Article by: Stuart Elliot



The Swedish vodka brand Absolut, is launching a campaign to mark its 30th year of the brand’s efforts to reach the American L.G.B.T. community.  According to The New York Times, Absolut began running ads in 1981 in two magazines for gay men- The Advocate and After Dark.

Thirty years ago this type of marketing was very rare for such a mainstream product.  Absolut followed its advertising efforts with events, donations, charities, outdoor advertising, and most recently, sponsorship of the Logo cable channel’s “RuPaul’s Drag Race.”

The Times reports:

“The yearlong Absolut anniversary campaign carries the theme “Absolut Outrageous” — the letters “Out” are in pink — and includes this phrase: “Celebrating 30 years of going out and coming out.” The budget is estimated at more than $4 million.”

Pernod Ricard USA, TBWA/Chiat/Day NY, SPI Marketing, and photographer David LaChapelle collaborated on the print ad.  The ad will appear in publications such as The Advocate, Instinct and Out- as well as two general-market magazines- Vanity Fair and Vogue. Click to see.

Sale of Jim Beam to Pernod or Diageo Predicted

Publication: Bloomberg Businessweek

Title: Jim Beam Inviting Biggest Liquor Takeover Since 2005: Real M&A

Article by: Devin Banerjee and Duane D. Stanford


Bloomberg News reports that Jim Beam could be sold to Pernod-Ricard SA or Diageo Plc.  If this prediction is correct, it would be the biggest spirits acquisition in six years.

The liquor company Beam Inc. formed as a result of the breakup of Fortune Brands Inc. this year.  If Beam Inc. was to be taken over, it would be worth approximately $59 a share.

According to Bloomberg News:

“With bourbon sales outpacing vodka in the U.S. as drinking at home increases, Beam’s command of a third of the domestic market with Jim Beam and Maker’s Mark may lure Pernod, Europe’s second-biggest distiller, or Diageo, the world’s largest spirits company, said Davenport & Co. and Goldman Sachs.”

New Guidelines for Spirits Advertising (US and Europe)

Publication: FoodBev.com

Title: New regulations for alcohol advertising online

Article by: Rebecca Prescott



The advertising of spirits through social media- namely blogs, networking sites, apps, and sites that run on user-generated content- will be the focus of new regulations and guidelines in the US and Europe.

With the rapid growth of social media use across all ages, the European Forum for Responsible Drinking (EFRD) and the Disilled Spirits Council of the US (DISCUS) are introducing new guidelines to ensure responsible spirits advertising in digital media.


According to FoodBev.com:


“The guidelines state that spirits marketers will:

  • Restrict access to official brand pages for users under 18 years old on social networking sites. When such registration does not exist, age affirmation mechanisms will be used prior to direct interaction with a consumer.
  • On channels not controlled by spirits marketers, only place advertising if the audience data shows more than 70% of viewers are above 18 years old.
  • Monitor brand pages on social networking sites to remove inappropriate user-​generated content within 48 hours.
  • Display clear privacy policies that ensure compliance with data protection and privacy rules and provide for a speedy unsubscribe process in direct marketing.
  • Include responsible drinking messages, preferably in the form of a consumer information website address in digital marketing communications, wherever practicable.”

Hangar One Introduces Maine Wild Blueberry Vodka

Publication: Drinks Business Review

Title: Hangar One Maine Wild Blueberry vodka launches in US

Article by: DBR Staff



Hangar One vodka has launched a new flavor- Maine Wild Blueberry.  It’s the seventh flavored vodka in their portfolio.  Other flavors include: Mandarin Blossom, Kaffir Lime, Buddha’s Hand Citron, and the seasonal offerings of Fraser River Raspberry, Spiced Pear & Chipotle vodkas, and limited edition Wasabi Vodka.

Hangar One is distilled from grapes and American wheat.  The company is housed in a World War II Naval Air Station hangar in San Francisco.


Jägermeister Hires Mistress

Publication: The New York Times

Title: Popular Liqueur Hires Ad Agency for U.S. Market

Article by: Stuart Elliot



Jägermeister will be hiring advertising agency Mistress to work on the Jager brand in the US.

Mistress is small firm in LA and has done work for brands such as ESPN, part of Walt Disney, Hot Wheels (Mattel), and Red Bull.

Industry insiders predict the budget for the ads will be significant and ads will appear in the US market next year.

Until now, Sidney Frank Importing Company in New Rochelle has built Jägermeister polpularity through extensive promotional efforts by “brand ambassadors” referred to as Jagerettes and Jager Dudes.  These ambassadors have more or less been the reason why Jager has become “the No.1 imported cordial among American drinkers.”
According to the New York Times:

“Mistress will serve as agency of record for Jägermeister. Sidney Frank Importing will continue to work with an agency named Hi-Res/Syzygy for digital advertising. Other initiatives are handled internally by the importing company.”

Canadian Club Gets in on ‘Boardwalk Empire’ Promotions

Publication: Dowd’s Spirits Notebook

Title: Canadian Club celebrates ‘Boardwalk Empire’

Article by: William Dowd



In another promotion for the second season of “Boardwalk Empire,” Canadian Club is selling a limited edition bottle/flask set to go with the season premiere this Sunday at 9pm.

The package includes a 750 ml bottle of Canadian 6 year old whisky and a silver flask with the Boardwalk Empire logo etched on it.  It sells for $13.99.  The set also includes a few cocktail recipes:



1½ parts Canadian Club 6 Year Old

4 parts club soda

Add ingredients over ice in a rocks glass. Stir.



1½ parts Canadian Club 6 Year Old

1½ parts Dubonnet Rouge

Orange peel for garnish

Stir with ice and strain into a chilled cocktail glass. Garnish with a small wheel of orange peel.



1 part Harvey’s Bristol Cream

2 parts Canadian Club 6 Year Old

2 dashes Orange Bitters

Maraschino cherry for garnish

Shake Harvey’s Bristol Cream, Canadian Club and bitters with ice. Strain over fresh ice into a lowball glass. Garnish with maraschino cherry.