Massachusetts Beverage Business


“Live with Chivalry”

Chivas Regal is running “Live with Chivalry” an advertising campaign that celebrates the concepts of masculine brotherhood, honor and integrity.  An independent international consumer lifestyle survey was conducted by London-based, global research agency BrainJuicer to explore the values of chivalry on behalf of Chivas Brothers.  Of the nearly 3OOO respondents from 17 countries, 71% agree with Chivas Regal that they would have a better quality of life if everyone around them adopted more chivalrous behavior.  [...] Read More »


The International Institute for Alcohol Awareness (IIAA) has launched “Be WISE” a program aimed at curbing underage and problem drinking on college and university campu e unique challenges of alcohol abuse in their communities.  The program calls on university administration officials, faculty, parents, students, retailers, and law enforcement to mobilize together to eliminate underage and problem drinking.  Be WISE provides relevant, action-oriented, evidence-based tools for addressing alcohol abuse.  IIAA conducted extensive research on programs that [...] Read More »


To promote its vodkas this summer ABSOLUT is hosting Fresh Fruit ‘crush’ events that showcase its “true taste comes naturally” positioning. Cocktails will be made with their vodkas and juices squeezed from Absolut’s own branded crush machine.  Brightly colored signage and POS materials along with fresh fruit bar tools and themed giveaways will be on hand.  Also, Absolut is hosting on-premise events in targeted bars and restaurants around [...] Read More »

Heineken “Blok” Party

HEINEKEN and HEINEKEN LIGHT are running a summer retail program encouraging consumers to host a Heineken “Blok” Party.  The program will run through August in retail outlets nationally.  Beginning in June consumers can enter to win through text or online one of two grand prizes: a Heineken “Blok” Party that includes live entertainment, catering and interactive leisure sports.  The party will be held in his/her neighborhood (pending special [...] Read More »

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