61 (72)
Captain Morgan’s Spiced
Sales:
£36.7m Growth: +22.2%

It was out with the old Morgan’s Spiced moniker in 2011 and in with the spanking new Captain Morgan’s Spiced. With its “unique personality” the rebranding helped add £6.6m in sales, and boosted volumes heartily, too.

The Captain wasn’t the only figurehead Diageo brought in to give the brand a boost last year. American beauty actress (and fashion designer and model) Mena Suvari became the face of a global campaign giving consumers the chance to win an adventure on a Caribbean island and a cut of the Captain’s booty ($15,000).

The brand also put its weight behind what it calls its global signature serve - Captain & Cola - with a host of new PoS material and a sampling campaign that reached 500,000 potential customers.

The brand’s most unexpected move, however, is into football. The Captain launched an unofficial football anthem - backed by a £3m campaign using digital and mobile content as well as on and off-trade tools - to mark the European Championships.

To help spark the party in retailers, 150,000 bottles bore promotional collars offering drinkers the chance to claim a free trophy-shaped pitcher for use during matches. Football- themed PoS material was also rolled out to support the brand during the festivities. Arr.

62 (60)
Old Speckled Hen
Sales
: £35.4m Growth: +4.9%

The top-placed premium ale is aiming to consolidate its position with an integrated experiential, sampling and digital campaign fronted on Twitter by Old Speckled Henry, its witty fox brand ambassador.

63 (66)
Campo Viejo
Sales:
£33.9m Growth: +9.9%

Campo Viejo is continuing to benefit from significant marketing spend, including the Live Uncorked campaign and in-store support to encourage trial. Upcoming activity will focus on the Tempranillo grape.

64 (57)
Moët & Chandon
Sales:
£33.7m Growth: -5.6%

Moët claims its volumes sold on promotion remain the lowest in the category, and attributes this year’s decline to unfavourable comparisons with its more sparkling performance in the run-up to 2011’s Royal Wedding.

65 (40)
Stowells
Sales
: £33.2m Growth: -42.4%

This was meant to be “a big year” for Stowells - but a £500,000 revitalisation failed to stop sales declining 42%.Accolade attributes the drop to its new commercial strategy of avoiding low-margin business.

66 (58)
Bulmers Original
Sales
: £31.6m Growth: -11.3%

Bulmers hasn’t had a happy 125th birthday. New flavours and variants didn’t help its Original, which has been leapfrogged by Stella Cidre. Time, perhaps, to revert to a focus on the core brand.

67 (65)
Southern Comfort
Sales:
£30.7m Growth: -2.8%

Southern Comfort will be driving trial of new variants, such as its Bold Black Cherry, at events including V Festival. The brand will continue to play on new experiences with its ‘Here’s to the Unexpected’ strapline.

68 (67)
Freixenet
Sales
: £30.7m Growth: +0.1%

A focus on digital media and experiential activity is set to continue for Freixenet cava, with more ‘Very Impromptu Parties’ - and sponsorship of the Retro Festival’s Scarlett Ballroom - in the pipeline.

69 (NEW)
Foster’s Gold
Sales:
£30.3m Growth: n/a

This variant has netted sales of over £30m since its launch a year ago, thanks to a campaign taking the brand’s beach hut agony uncles upmarket. It was a hit with young, affluent ABC1s - so expect more of the same.

70 (71)
Dino
Sales:
£30.2m Growth: -0.6%

Tesco’s Dino range comprises five varieties, sourced via suppliers including Caviro and Enotria. All have an rsp of £9.99 but are often on half-price deals - both in-store by the bottle, and by the case online.