Dead Crow Spirit Beers

SHS Drinks has overhauled Dead Crow’s packaging

SHS Drinks is axing Cuvana rum-flavoured beer a year after its launch and is bringing the liquid under the wing of its Dead Crow brand.

Although Cuvana and bourbon-flavoured Dead Crow had both been popular, according to SHS, it said consumer feedback had shown the Dead Crow brand to be a “striking, distinctive and memorable proposition”.

It has overhauled the Dead Crow packaging - giving it an embossed bottle - and is planning to develop it into a range of spirit-flavoured beers from around the world. The rum and bourbon beers will roll out in new-look packs from the end of April.

Combined sales of Dead Crow and Cuvana had reached £1.2m, while overall sales of spirit beers had almost doubled in the past year to £28.1m [Nielsen 52 w/e 4 January 2014].

Gloucester-based SHS is backing the relaunch with a “substantial” marketing campaign under the slogan ‘Follow the crow, not the crowd’. Activity will include sampling, digital and social media, outdoor ads and consumer PR. SHS is also exploring sponsorship opportunities, and plans are in the pipeline for an on-pack promotion later in the year.