The investment is funding the return of commercials from last year’s Grim Reaper campaign and will see the beer make its first appearance on Channel 5 with ads also running on Sky TV and more regional ITV stations than before.
The campaign will also be seen across cinemas in London and the south-east as the brewer looks to drive awareness of IPA’s new look packaging.
A spokesman said: “We are supporting the new look Greene King IPA with a £2.5m ad
campaign and promotional activity throughout 2003, more than twice the annual spend of competitor brands. The ‘Could you say no to another?’ advert will be at the centre of the campaign to help focus on the beer’s moreishness.”
Collection Privée is designed to appeal to the “next generation of Bordeaux drinker” with prices starting at £4.99. The Sensual Fruit and Cuvée Prestige ranges complete the line up at the premium end.
sold to spirit
Wines from Spain, southern France and the Loire were joined by a range of top end Australian reds from the 1998 vintage singled out for the retailer’s flagship stores including Canary Wharf.
Bacardi-Martini has recalled large bottles of Bacardi Breezer and Coomira Coast over concerns that the glass has been damaged during production. Retailers have been urged to return stock after complaints from consumers that the exterior of some 70cl bottles had been broken.
Maison Cordier has launched a range of entry point and premium Bordeaux wines.
Scottish & Newcastle has turned its attention to brand development after the sale of its on-trade outlets was finalised this week. The Spirit Group is the new owner of the 1,406-strong estate after paying S&N £2.51bn.
Marks and Spencer has unveiled the line up of its new regional beers and ciders range. The portfolio, plans for which were first reported in The Grocer in April, is designed to complement the retailer’s Beers of the World offering and includes an Irish stout and a vintage cider.
On the wine front, M&S is focusing on Sauvignon Blanc and Pinot Noir with a raft of new wines joining the range.
Waitrose has highlighted its desire to source unusual wines produced by small suppliers at a tasting of its autumn range.