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DrinksTrade29AugustSeptember2012

News & releases Are you ready to drink Jägermeister? In a pleasantly surprising release, for the first time in its 77 year history, Jägermeister has launched two Jägermeister RTDs, which are now available exclusively in Australia. The RTDs can be purchased in two flavours including Jägermeister RAW - a strong blend of the original and well loved Jägermeister with guarana extract and a myriad of other 100 per cent natural ingredients that combine to create a unique sparkling drink that’s pleasantly bitter fresh. The iconic brand also comes to market with Jägermeister Ginger Lime - a refreshing blend of Jägermeister also combined with 100 per cent natural ingredients including ginger root and fresh lime, creating an appealing mix of bitter and sweet. For the first time Jägermeister lovers will now be able to get out, get together and enjoy a premixed, easy going Jägermeister long drink at home, at a house party, barbecue or with mates. RRP: 330ml sleek can (four pack) $19.99. Bulleit Bourbon & Cola With strong value growth of +7.4% and +34.7% being experienced in the bourbon premix category for both four and 10 packs respectively, Diageo reformatted its Bulleit RTD variants to offer its retailers a bourbon to capitalise on changing market dynamics. Diageo Australia has welcomed Bulleit boasts the use of the best grains, Kentucky’s limestone filtered water and a special strain of yeast, RTDs Bourbon & Cola back into its portfolio. Bulleit Bourbon & Cola is an authentic Kentucky American whiskey premix made from one the fastest-growing Small Batch bourbons in America. This RTD while matured in new American White Oak barrels. Its high rye content makes it one of the driest bourbons on the market, with its distillation method using only the heart of the spirit that comes off the stills to deliver a full-bodied and spicy taste with a long, smooth finish. As consumers continue to seek out more premium drinking experiences, Bulleit Bourbon & Cola has also undergone a packaging refresh to better illustrate its premium credentials. The new look is clean and modern, while the brand’s trademark colours of orange and black make it easily identifiable on-shelf. “Bulleit’s long- standing history and commitment to quality is what makes it one of the finest American whiskies on the market. As consumers continue their search for quality drinks, we felt it was time to bring the packaging of this exceptional premix in line with its premium standing. Bulleit Bourbon & Cola is a true reflection of the brand’s dedication to providing a premium, small batch bourbon experience in a convenient format,” says Nikki Burke, marketing manager – Whisky, Diageo Australia. American Honey launches new premix range After American Honey has announced its August launch of a premix range, which will include American Honey & Cola and American Honey & Dry. According to American Honey’s marketing director, Melanie Hardman, “Flavoured bourbon is in explosive growth globally and we are proud to be leading the way in this category in Australia. And, to be the leaders with innovation, we are delighted to be introducing our first flavoured bourbon premix range globally. “American Honey bottled spirit really broke the boundaries in the bourbon category with its modern and unique design and smooth taste. This was embraced by Australian consumers and last year American Honey grew so fast that it is now in the top 20 spirits in Australia. We are really excited with the launch into the premix category as we have produced an outstanding product and breakthrough packaging,” Ms Hardman added. The product’s packaging is contemporary, bold and breaks traditional category codes. With sleek black and gold labels, the cluster packs and shippers will also incorporate gold foil and embossing. The launch will be supported by an integrated marketing campaign including radio and outdoor advertising along with extensive digital activity. American Honey & Cola and American Honey & Dry are 4.8% ABV and will be available nationally in both 340ml bottles and 375ml cans from all leading liquor outlets. drinks trade105


DrinksTrade29AugustSeptember2012
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