Sales: £27.8m Growth: +11.4%
A new bottle design for this German wine - and the introduction of a 5.5% abv variant - have helped grow sales. Plans include social media and consumer PR with seasonal on-pack promotions.
Sales: £27.3m Growth: -32.1%
Owner Molson Coors admits cooling activity on Grolsch while it put in place plans to reposition the brand in the booming world beer category. A new campaign has been rolled out to support the rebrand.
Sales: £26.5m Growth: +60.5%
The Chilano range features wines pitched at different occasions and budgets - including a newly launched Horizon series comprising a tempranillo and two white varieties of Spanish wine.
Sales: £26.3m Growth: +0.7%
Diageo says Guinness needs to get to the front of shoppers’ minds as they enter the beer aisle. There’s nothing ‘original’ about its approach this year, emphasising links with rugby’s Six Nations, and St Paddy’s Day.
Sales: £26.2m Growth: -1.2%
After a strong showing last year, Red Square - which trades well in Tesco - has slipped in recent months. And this vodka brand is in line for a design refresh in the next year to “emphasise quality and shelf standout”.
Sales: £26.2m Growth: +51.4%
The success of its prosecco variant has helped reinvigorate Martini. A new £2m campaign focuses on the Martini Royale - a mix of prosecco and Bianco - and the brand has launched a search for its next female face.
Sales: £26.1m Growth: +9.1%
The core Malibu brand has benefited from the halo effect of NPD, including recently launched RTD Malibu & cloudy lemonade. Its ‘Malibutique’ activity will be boosted by a ‘VIP’ Facebook application.
Sales: £25.4m Growth: +15.7%
Exclusive to Booker, Chekov is the third-biggest vodka in the UK convenience channel. Positioned as a value (but quality) alternative to brands, it won bronze at the 2012 International Spirits Challenge.
Sales: £25.3m Growth: +76.5%
Sales of E&J Gallo’s Barefoot have rocketed thanks to competitively priced NPD and strong marketing support, including charity work to clean up Britain’s beaches. The brand plans to build on this success in coming months, too - it has increased support this year and is continuing to push out NPD such as the Barefoot Cabernet Sauvignon (rsp: £6.40), launched in February.
In 2012, Barefoot intends on continuing its ongoing partnership with the Surfers Against Sewage (SAS) charity, which last year worked with the brand to clear over 2.5 tonnes of litter from UK beaches. Over the summer it plans to clear more than 14 beaches and has teamed up with environmentalist and adventurer Ben Fogle to encourage the UK public to get involved and keep Britain’s beaches ‘Barefoot Friendly’.Barefoot’s ‘Walk for a Cause’ push, meanwhile, encourages consumers to raise money for charity by participating in local walking events.
The brand also hopes to capitalise on British drinkers’ tastes for sweeter fruity wines this year with the extended roll-out of its moscato (rsp: £6.49). It’s a move that echoes a global trend, with E&J Gallo pointing to the success of moscato in the US last year, where it was the third-largest selling white grape varietal.
Sales: £24.8m Growth: +18.4%
Disaronno’s relationship with film is being developed further this year with a new TV ad shot by Roman Coppola, sponsorship of the Rome and Venice Film festivals and a big film series due in September.
Britain's 100 Biggest Alcohol Brands 2012
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81-90: Britain's Biggest Alcohol Brands 2012