The Tasting Panel magazine

June 2014

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38  /  the tasting panel  /  june 2014 BRAND STRATEGIES /BlackheathBeverageGroup /bhbeverage A SPIRITS BRAND INCUBATOR INTEGRATED MARKETING For more information, please visit us at WWW.BHBEVERAGE.COM Place in the Sun THE CLASSIC BRAND REIMAGINES ITSELF FOR SUMMERTIME by Emily Coleman W ith its propensity to be mixed into holiday treats and with a lineup of flavors including Pumpkin Spice, Peppermint Mocha and Cinnamon Spice, the Kahlúa portfolio does exceptionally well in the winter months. And while many drink- ers may view it as a cold-weather liqueur, Kahlúa has big plans to whip up something special for the upcoming season. "We are very excited about the opportunity to shake up our consumers' favorite summer drinks especially iced coffee since it has never been more popular," notes Kerri Owen, Kahlúa's Brand Manager. For inspiration, Owen and her team look to the spontaneous, fun events, which make this time of year so unique. Instead of bringing the usual suspects to a casual dinner or a pool party this summer, Kahlúa will encourage consumers to drink out- side the box with frozen drinks and adult milkshakes featuring a modern twist. These subtle changes will include introducing additions such as chocolate or ice cream to a Mudslide or coconut or almond milk to a White Russian, proving that little differences can drastically alter a classic cocktail experience. Owen also hopes to spice up iced coffee, a category perfect for summer brunches, and s'mores, the perfect camping buddy, with a bit of Kahlúa magic. To show off Kahlúa's summer versatility, the brand's initiatives include media partnerships, in-store demo tastings and events across the country, but Owen emphasizes that it will begin with a hefty, 16-week social media campaign to inspire summer creativity. Each social channel will be receiving a wealth of native content—some of which will be produced by food, entertaining and lifestyle bloggers that Kahlúa will be partnering with in coming months. Additionally, from Memorial Day to Labor Day, off-premise tasting demos—serving Mudslides, Kahlúa & Iced Coffee and Kahlúa Root Beer Floats—will take place in six major markets, with local teams following suit in smaller markets. Large-batch drink machines will also pop up on-premise around the country to really put consumers in the summer- time swing with Mudslide and Bushwacker cocktails. Keeping the good times flowing, open-air events that feature these delicious creations will occur all summer long—the first of the "Summer Movie Blend" series will take place on the USS Intrepid in New York City. Who says you can't teach a seasoned brand new tricks? www.facebook.com/kahlua twitter.com/KahluaUS www.pinterest.com/kahlua/ Kahlúa's PHOTO COURTESY OF PERNOD RICARD USA TP0614_034-71.indd 38 5/23/14 9:22 PM

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