The Tasting Panel magazine

June 2010

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INDUSTRY SPOTLIGHT “Plug into Summer” with Heineken H eineken’s “Plug into Summer” retail initiative is aimed at bringing off-the-chart music experiences from some of the hottest music artists in the U.S.—Kid Cudi, The Hold Steady, Cold War Kids, Tito El Bambino and more—to consumers across the country from Memorial Day through Labor Day. The program combines promotional packaging, state-of-the-art ShotCode technology for mobile phones and in-store programming with cutting-edge brand experiences in major cities, exclusive merchandise tie-ins with partners such as Fender guitars and heavyweight PR, digital and media activation. Custom-designed promotional packaging will motivate consumers to purchase to look “under the cap” and claim one of 53 million music rewards available. Brinley Gold “Shipwreck” Spiced Rum B rinley Gold fl avored rums introduces Brinley Gold “Shipwreck” Spiced Rum (SRP $19.99), the fi rst spiced rum that uses a premium four-year aged rum. Natural orange, vanilla, nutmeg, clove and exotic island spices are infused into the premium rum blend. The recipe is based on, and dedicated to, an actual British troop ship that sank off the St. Kitts coast in a 1782 naval battle What is ShotCode? ShotCode technology, which retailers will be hearing more and more about, was developed by researchers at Cambridge University. Similar to a bar code, ShotCode (visible on the left side of the display above) is made to be scanned by consumers using a mobile phone camera. With appropri- ate free software installed in the phone, the scanned code is linked to a remote server from which product information and other incentives can be downloaded. Heineken is the fi rst company to offi cially deploy this cutting-edge digital technology. The Glenlivet Father’s Day Gift Pack he Glenlivet’s limited-production gift set includes a bottle of its 12 Year Old expression and two branded rocks glasses housed in a distinguished box adorned with the look of Scottish tartan. It will be packed six per case and will retail for a suggested price of $39.99; from Pernod Ricard USA. T 10 / the tasting panel / june 2010 with the French; the empty bottle displays an SOS message from a British sailor on the inside of the label.

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