ALLIED DOMECQ SPIRITS & WINE
The world’s 2nd largest spirits & wine company. Allied Domecq was a dynamic, marketing-led brands business.
Jefferson Hunt was commissioned to undertake all aspects of trade public relations for the Allied Domecq Spirits Group in the UK. We were responsible for corporate and trade public relations, built around a fully integrated communication strategy which enabled us to link core corporate messaging alongside the individual brand campaigns that made up the Allied Domecq portfolio.
Our role included profiling the company against its competitors at a corporate and brand level with the specific task of consistently outperforming competitors in terms of both share of voice and media coverage. We also formed part of their major incident control team dealing with two major global brand related issues.
BEAM GLOBAL SPIRITS & WINE (UK)
Beam Global Spirits & Wine, Inc. is the fourth largest premium spirits company in the worlds and the beverage arm of Fortune Brands, Inc (NYSE:FO), an $8 billion leading consumer brands company. With nine of the world's top 100 premium spirits in its portfolio, the company's brands hold global leadership positions in key categories.Their portfolio includes a diverse range of leading spirit & wine brands including Courvoisier Cognac, Sauza Tequila, Maker’s Mark Bourbon and Laphroaig single malt whisky.
Jefferson Hunt was retained to provide full brand and corporate B2B support during its acquisition and integration of the Allied Domecq business.
From its conception in London in the 19th century, Beefeater has become the world’s most exported brand of premium gin. Many gins may claim to be ‘London Dry Gin’ but Beefeater’s Kennington Distillery is the only one producing premium gin in London.
As Beefeater’s key markets do not include the UK, Jefferson Hunt acted as principle agency offering press office services, providing information, statistics and imagery to markets and journalists around the world.
The iconic Port brand, home to Cockburn’s Special Reserve, the UK’s favourite Port.
Challenged to rethink the status quo and approach Cockburn’s from a different perspective, Jefferson Hunt increased the emphasis on the balance between a multi-national global port brand and a product that is handcrafted with incredible attention to detail. This strategy has enabled us to maximise opportunities at both ends of the promotional scale from large-scale vineyard replantation to niche single Quinta vintages.
Part of our influencer programme included the highly regarded and much acclaimed 'Memories of a Century' tasting; the only UK tasting featuring ports spanning the whole of the 20th century.
The UK’s most prestigious and best-selling Cognac brand.
Briefed to play a dual role as press office and style bar influencer, Jefferson Hunt delivered and retained a high level of brand awareness among its traditional customer base whilst ‘up scaling’ the brand’s status as a luxury premium cognac within the style bar arena. Our strategy included exclusive trips to Paris for the UK’s leading cocktail guru’s, huge launch parties to support the launch of VSOP ‘Exclusif’ and an ongoing media partnership with the UK drinks style press.
Outgunning all other cognac brands, Jefferson Hunt played a critical role in redefining the cognac category to a new generation of young, fashionable and aspiration bar tenders. Providing a totally integrated trade communication platform our involvement has included the strategic and tactical use of trade advertising around the ‘Earn It!’ theme. Courvoisier made cognac cool!
The Domecq sherry portfolio includes La Ina, voted the best Spanish Wine of the 1990’s, and the award-winning Vinum Optimum Rare Signatum (Very Old Rare Sherry) range.
Required to launch an exclusive and very rare range of Domecq sherries (VORS) in the UK, Jefferson Hunt developed a clear, focused media plan that would both surprise and delight wine writers simultaneously! Based on ‘taking the mountain to Mohamed’ principles the team utilised the services of a key member of the Domecq dynasty, Beltram Domecq in a road show and targeted sampling programme aimed at top wine writers and true sherry aficionados. Carried out on tight budget, with time lines to match our strategy and plan, this project has given up first rate results and coverage. A key element of this campaign was a regional BBC and independent radio tour where Beltram's status and charisma wooed day time listeners!
Creator of Harveys Bristol Cream, the original cream sherry the UK’s number one sherry brand.
Briefed to support the de-seasonalisation of sherry, Jefferson Hunt developed a strategic media campaign encouraging the trade to serve Harveys Bristol Cream over ice with a slice of orange. By focusing on the trade, Jefferson Hunt were able to push the message to all pub owners, from the independents through to the large pub co's demonstrating how a change in serving methods can increase profitability. Data evidence strongly suggests that sales of Harveys Bristol Cream increased due to Over Ice activity.
A key element of the Harvey's strategy was to reinforce the high quality status of the brand. Campaign elements included the launch of four very rare new Harvey's sherry styles to the UK market which we launched on the back of an extensive BBC and independent radio and tasting road show, resulting in extensive media coverage.
A leading Islay Malt, Laphroaig is known throughout the world for its distinctive smokiness and peat flavours.
As well as providing a press office for all International media and developing communications strategies for international markets, Jefferson Hunt were briefed to handle all UK domestic and B2B public relations. This included the brands first and world's biggest virtual web cast and whisky tasting, which became the platform for an ongoing series of similar events. Based on our extensive whisky knowledge and experience we have delivered disproportionately high share of voice for Laphroaig verses mainstream malt brands
Developed in 1953, Maker’s Mark was the first premium bourbon. It redefined the market and created the premium category that exists today.
Briefed to support the brand’s move into the style bar arena, Jefferson Hunt provided information, statistics, imagery and background details to journalists as well as supporting focused activity around this market sector.
Launched in 1980, Malibu underwent a resurgence in the early eighties making it one of the UK’s fastest growing speciality spirit brands.
Briefed to re-ignite the trade’s interest in the Malibu, Jefferson Hunt has been instrumental in the drive to communicate new drinking formats such as Malibu and cranberry juice. By creating a compelling commercial trade margin argument, strong press activity and consumer promotional integration that included exploiting the brands association with 'Shaggy' we were able to provide a strong platform from which sales teams could challenge and change the bar trades pouring behaviour of the brand.
Jefferson also played a leading role in the launch of brand extensions Malibu Tropical and Malibu and pineapple.
Establishing his first winery in 1966 Robert Mondavi is regarded as the Founding Father of Napa Valley's wine industry and accredited with being among the first to believe that Californian wines could rival the best wines in the world.
Jefferson Hunt was commissioned to provide consumer support for Mondavi targeting 'wine explorers' across the UK. Based on a simple strategy focused on education, trial and purchase we created a partnership with the volunteer charitable group Rotary. Over a six month period we managed to execute over 40 Rotary events reaching nearly a third of UK membership in an environment that encouraged both sales and built loyalty. Trade education also formed part of our strategy and for this element we teamed up with Caroline Gilby MW to create a series of education tastings in partnership with the Association of Food and Wine Service. We also initiated the brands sponsorship of their annual Sommelier of the Year Awards.
Produced at one of only two distilleries on the Isle of Orkney, Scapa is a unique premium malt.
As with Glendronach, Jefferson Hunt was briefed to provide a press office for both UK and International media. As well as supporting new launches, Jefferson Hunt provided PR guidance and communication tools to a number of markets across the world; supporting their PR efforts locally as part of an international strategy.
Jefferson Hunt also played a key communication role in maximising the group's investment in Scapa, ensuring that employees, the local community and trade were fully aware of its intentions for the distillery.
One of the biggest brands in the UK market, Teacher's is a premium blend of Scotch whisky with a high proportion of single malts.
Jefferson Hunt’s brief was to provide a press office facility providing information, statistics and imagery to journalists when required, 24 hours a day. We also created and managed the brands sponsorship of two major trade awards programmes held in London and Scotland; and the planning, creation and placement of trade advertising
Introduced in 2002 as a sister brand to Tia Maria, Tia Lusso went on to claim the number two spot in the UK cream liqueur market.
Briefed to launch Tia Lusso to the trade, Jefferson Hunt developed a strategic plan involving a teaser campaign, a launch party and general media ‘bombardment’! The goal was to create outstanding levels of brand awareness among the trade and establish the brand very quickly. Through the Tia Lusso trade launch, Jefferson Hunt redefined the traditional ‘stuffy’ cream liqueur category creating a younger, livelier, cheekier focus. During the first 18 months of the launch programme, Jefferson Hunt outperformed all other cream liqueur brands in share of voice, producing on average of some 80% of coverage given over to the category.
Tia Maria continues to be one of the world’s most successful premium international liqueurs and is the UK’s leading coffee liqueur brand.
Supporting the mixability strategy within the on-trade was a key focus for Jefferson Hunt. Providing the trade with a strong, constructive, profitable argument for moving Tia Maria from the back bar to an optic position is the current goal. We also handled trade and consumer communication around pricing and recipe changes and the brand extensions.
JIM MURRAY'S WHISKY BIBLE
Parachuted in to provide insight and focus behind this leading whisky icon and his highly successful global title, our role has been to define a new vision for the business; create and implement strategy and plans that would enable it to fulfil vast untapped potential.
Programmes include the successful launch of the 2010 edition and the maximisation of sales (30,000 copies within two months), global media relations which included UK national TV and radio (The One Show/Chris Evans) and a step change in the brands web presence...
Our task was to differentiate Sauza Tequila from the 'tequila bad boys'; placing it amongst the top echelons of the spirits market.
A 'style' lead media programme around bar staff education, aspiration and desire, along with a compelling profit motive enabled us to create a unique platform from which Sauza built a strong market share. .
Jefferson Hunt was commissioned to orchestrate the global launch of the first ever commercially available single malt from this prestigious Aberdeenshire distillery.
The work spanned all areas of marketing communications from strategy to plan implementation. Leading from the front Jefferson Hunt, planned and coordinated simultaneous launch programmes within six domestic markets around the world; whilst dealing effortlessly with the specialist whisky media.
Perrier-Jouët is recognised as one of the world’s most prestigious and decadent champagne brands. Inextricably linked to French Art Nouveau Glassmaker Emile Gallé, Perrier-Jouët is the epitome of style, taste and sophistication and the perfect champagne choice for that special occasion.
Asked to take control of the brands consumer and trade PR brief and in particular its sponsorship of the Perrier-Jouët Women’s World Polo Championships, Jefferson Hunt quickly established a strategy and plan to maximise the media value of this high profile but little seen event. With a heady mix of celebrity talent, an unusual press event with both ponies and riders in Berkeley Square, London followed by a 'Learn to Play' session and a 'chukka' at the Ascot Park Polo Club for a number of national press journalists, the media fate of this prestigious event was secured.
Recognised as a leader in the so called 'standard' sector of the champagne market, Jefferson Hunt were asked to raise the game for Mumm, building a message of high quality whilst reaffirming it's accessibility.
The brief covered, UK B2B, key events and an all important wine writer programme. As tasked Jefferson Hunt orchestrated key champagne tasting events, a unique trade stand at the LIWSF (featuring a F1 car) and the brands involvement in Cowes week, the annual sailing extravaganza.