Massachusetts Beverage Business



KAHLÚA is running a broad scale advertising campaign through the holidays.  In addition to more print advertising, are national cable television ads which will highlight the brand’s Mexican heritage, taste appeal and classic cocktails such as Kahlúa & Club, Kahlúa on the Rocks and The Kahlúa White Russian.  Television spots will run on select networks including ESPN, National Geographic, The History Channel, Discovery Channel, Bravo, and The Food Network.  Three new print executions that play off the TV campaign and highlight classic Kahlúa cocktails will appear in targeted publications such as gq, people and travel & leisure.  In addition, the brand will run a Kahlúa flavors TV spot throughout the media cycle and 1/3 page print executions to drive awareness of Kahlúa Hazelnut, French Vanilla, Mocha, and the limited holiday release Kahlúa Coffee Cream Liqueur.

HEINEKEN, HEINEKEN PREMIUM LIGHT and AMSTEL LIGHT are running the “Give in Good Taste” program.  Beginning in November, the Heineken and Heineken Light DraughtKegs will be available in holiday packages and “Give in Good Taste” displays will include BeerTenders, DraughtKeg displays and racks, branded mini fridge and bottle koozies, along with POS materials.  On-premise promotions will feature a “Waiting for You” message board and complimentary POS items including table tents and pennants. The message board posts the name of the gift giver and receiver.

CANADIAN CLUB whisky’s holiday promotion includes “Damn Right Your Dad Drank It” 2O1O calendar mail-in offer, pole toppers, case cards, and in-store displays.  Gift boxes with a 75Oml bottle and glass are available. 

SKYY VODKA is promoting “SKYY Cocktails All Through the House” with an off-premise campaign featuring holiday cocktail recipes, available via text message, coupons on products, and several holiday gift boxes.

MAKER’S MARK BOURBON holiday displays will include a Maker’s Mark still house display, pole toppers, case cards and shelf talkers.  Bottle of Maker’s Mark will come packaged in a holiday-themed gift box. 

A custom KNOB CREEK BOURBON label is available during in-store promotions and at  Consumers can customize a printed message onto this holiday-themed label.  Knob Creek is also offering a gift tin. 

SMIRNOFF VODKA holiday displays will feature case cards with the taglines, “Make your holidays deliciously simple with Smirnoff Cocktails Collection” and “Add flavor to your holidays with Smirnoff Flavored Vodka”. 

JIM BEAM BOURBON is utilizing pole toppers, shelf talkers with holiday recipes, case cards, in-store displays and a gift bag rack. Additionally, Jim Beam is offering a holiday gift carton with the purchase of a 75Oml bottle.  Also available is a 75Oml with one of three limited edition collectable tin signs and a 75Oml bottle of Jim Beam Black with two glasses. 

WOLAVER’s is running their Healthy Holidays Recipe Contest again this holiday season.  The winner will receive a $2OO shopping spree at the grocery store of his or her choice.  The contest starts November 1.  For more info visit

JOSE CUERVO’s in-store promotions include case cards and pole toppers with the tagline “Make it a Not-So-Silent Night”, as well as a margarita ball. 

X-RATED FUSION LIQUEUR’s on- and off-premise sampling promotions will feature recipes, coupons and champagne-filled concoctions with the theme “Here’s to the Naughty List”.  Female-focused gear will include headbands, glittery lip gloss and sparkly t-shirts.

OTTER CREEK BREWING’s Holiday Ski Trip Giveaway includes lodging and lift tickets as well as a brewery tour.  Anyone 21 years or older can enter to win at starting November 1.  The winner will be drawn on December 22.

WILD TURKEY is feature several in-store displays including shelf talkers and banners for “Turkey Done Right” that promote serving Wild Turkey as a cocktail for Thanksgiving.  They are also promoting why this Turkey is a perfect match during the holiday season with the “Now the Holidays are Complete” campaign.

TANQUERAY is continuing its “Resist Simple” campaign for the holidays with festive case cards and shelf talkers.

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