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drinks yearbook 2011

46 | drinks yearbook Social responsibility Tennis pro Rafael Nadal teamed up with Bacardi in March to continue to drive home the campaign ‘Champions Drink Responsibly.’ Originally launched launched by Formula 1 driver Michael Shumacher, the latest campaign included advertising, public relations, consumer experiential initiatives and social media platforms, including a YouTube channel and a Facebook page. “We are now building into the fourth year of the ‘Champions Drink Responsibly’ campaign having launched with Michael Schumacher and we are delighted that Rafael has agreed to carry forth our campaign for the next few years,” said Séamus McBride, president and CEO of Bacardi. Sponsorships Spanish beer Estrella Dam signed a major sponsorship deal with the 14th Spanish Film Festival in April. The festival, held across six Australian cities in May featured a lineup of 36 Spanish and Latin American movies from countries such as Argentina, Chile, Colombia, Mexico, Panama, Perú, Spain and Venezuela. Sydney was abuzz with masculine beauty at the 2011 Cleo Bachelor of the Year Awards in April. Sponsored by Russian Standard Vodka, the awards hailed 25 year-old athlete Eamon Sullivan being as the 2011 Cleo Bachelor, as voted by Cleo readers. The VIP attendees at the Ivy-hosted party were treated to Russian Standard vodka cocktails, while Russian Standard Vodka models were also spotted in the crowd serving demishots of Russian Standard Original. Diageo Australia extended its partnership with the North Queensland Toyota Cowboys, continuing to be the Business, Real Jobs, Real Taxes” which has been well received by politicians and community leaders at all levels. Our Country Pub Song Competition continues to go from strength to strength as does the now annual Sydney Morning Herald Good Pub Food Guide. The New Year period also saw the charity work of regional hotels recognised in a special advertising campaign based on cinema, newspaper and radio advertising. All too often the contributions made by the hotel industry to their communities is overlooked, but the fact remains that each and every year hotels donate $25 million, we support 17,000 community and sporting groups and employ 75,000 people. 2012 will bring its own set of challenges for the industry but hotels will continue to do what they do best: providing quality venues for millions of people each and every week. The industry is looking forward to working closely with the State Government in 2012 to make NSW number one again. I would like to personally add that I am looking forward to working closely with the industry and all its stakeholders in this, my fi rst year as CEO of AHA (NSW).


drinks yearbook 2011
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