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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Britain's 100 Biggest Alcohol Brands 2012
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61-70: Britain's Biggest Alcohol Brands 2012