With December 1 marking the meteorological start of winter, the brand- leading glass cordial, bottlegreen, has taken the wraps off its ‘Enjoy Hot’ campaign for the 2013-14 winter season, offering retailers an opportunity to boost cordial sales during the colder months of the year.
bottlegreen’s unique spiced berry cordial, which is the leading flavour variant during the winter months, has returned once again as part of the brand’s established ‘Enjoy Hot’ seasonal campaign. Available in 500ml bottles spiced berry is bottlegreen’s non-alcoholic alternative to the classic mulled wine recipe. Plump, juicy blackcurrants and aronia berries are carefully blended with a range of aromatic spices to create a rich, satisfying cordial which when diluted 10:1 with hot water creates a warming drink for chilly days and festive nights.
At the same time, ‘Enjoy HOT or COLD’ stickers are being featured on 75,000 bottles of bottlegreen cordial’s ginger & lemongrass; free-standing display units are being made available to increase visibility at point of purchase; and bottlegreen-branded hot water urns are being supplied to selected food-service/garden centre operators. A high profile consumer PR campaign, which includes sampling activity with 25,000 miniature bottlegreen bottles being handed out to office staff, is supporting this year’s launch.
The aim of bottlegreen’s seasonal campaign is to extend usage occasions well beyond summer when cordial sales traditionally peak, and to suggest spiced berry and ginger & lemongrass as caffeine-free alternatives to tea and coffee in the colder months.
A further extension of the ‘Enjoy Hot’ campaign sees bottlegreen teaming up with Waitrose to launch an innovative new cordial line – bottlegreen blackcurrant & coffee Limited Edition. Believed to be the first cordial containing caffeine to be launched in the UK, the distinctive, ‘weird, but wonderful’ new line is described as ‘a blend of sweet intense blackcurrants and the complex infusion of dark roasted coffee delivering a delicious combination of flavours that will enthuse the palate’.
The Limited Edition will be available exclusively in Waitrose for the first year after which it may be made available to other retailers.
Simon Speers, Bottlegreen Drinks’ Managing Director, says: “This year we’ve had tremendous success with our ‘handpicked for summer’ campaign which saw bottlegreen achieve its highest sales figure in the brand’s 24-year history. In the first seven months of the year bottlegreen elderflower cordial sales were up by 29% compared with the same period in 2012.
“The ‘Enjoy Hot’ campaign has similarly gathered momentum as each year we build on the foundations laid in the previous winter season. We have now reached the point where during the week before Christmas spiced berry sales are second only to our flagship elderflower flavour3. Encouraging hot consumption will drive incremental growth not only for us, but for the category as a whole and, of course, for retailers.”