Tanqueray Tables in London's Hidden Garden

From Tanqueray Press Release:

"This summer marks the return of the ever popular ‘Tanqueray® Tables’ – a series of evenings offering you the opportunity to drink delicious cocktails and nibble on sumptuous canapés in a unique al-fresco venue.

Due to popular demand, the makers of Tanqueray gin has reviewed its ‘for one night only’ policy and is hosting intimate cocktail evenings at No. 4 Hamilton Place from Monday 10 to Friday 14 August, to offer more people the chance to experience an evening to remember.

With its spectacular terrace overlooking Hyde Park and dating back to the 17th Century, the normally off-limits No. 4 Hamilton Place is full of Edwardian features and lists the Duke of Wellington as a previous tenant.

Hosted by the makers of Tanqueray gin, together with toptable.co.uk, guests will sample an intensity of flavours thanks to specially designed cocktails and canapés.

A team of chefs and top mixologists have devised a menu of canapés and cocktails inspired by the depth of flavour found in Tanqueray gin. Each canapé contains an element of gin and will be served with cocktails to compliment the flavours even further.

To find out more about the venue and to reserve your table, log on to www.ueraytables.com. Tables are limited, so book early to avoid disappointment."

It's a good example of a consitent brand behavior. Previously Tanqueray's "Taste for Life" photography event at Liberty's in conjuntion with Magnum and Flickr showed that the brand is au fait with the playing in a refined, elegant world backed up by and facilitated by the internet. This colaboration with Top Table is part of the same coherent activation. It's also good to see a brand confident enough to repeat last year's platform. If it isn't broken. Don't fix it.

Diageo Keeping Spirits Up

'One last Drink' by erix!

Somewhat at odds with their cut backs the drinks giant Diageo has predicted a growth in the U.S spirits market in the forthcoming year. The expected growth, while small at 0-1 percent (sales volume) , in current conditions, is growth nonetheless.

Corroborating this blog's previous insight into the impressively robust performance of whisky's with with a following, such as Makers Mark and Jack Daniels, Ivan Menezes, Diageo's North American head, said in an interview on Tuesday during the Reuters Food and Agriculture Summit in Chicago that "The consumer shift is toward strong brands with strong credentials and strong heritage,"

Good news, but not for the new boys.

Diageo Cuts Back

From the Glasgow Evening Times:

"Around 650 workers at the Diageo Johnnie Walker factory in Kilmarnock will be sent home for a week in March and a week in April following an internal review. They will, however, continue to be paid while production is halted.

And Diageo today stressed that the hi-tech plant in Hill Street remained viable and had a long term future...

A company spokesman said: "In response to our current volume outlook we have decided to temporarily close our Kilmarnock packaging site for two weeks during which the employees affected will continue to be paid.

"We will continue to work closely with employee representatives during these difficult times - and ensure regular communications with all our employees.""

For more on this have a look at Luxist's article on Johnnie Walker and also a more detailed look into the Diageo restructure.

Diageo set to struggle despite current success

Well done to Baker Street's very own Mr S Holmes for discovering this...

The Whisky Network

Hicklin Slade & Partners have created an online educational tool for their sales teams, called The Whisky Network.

The site condenses useful information about whisky into digestible and engaging content for a young audience, so that they can better promote Diageo brands around the world. Short film clips are used throughout the site to illustrate key points.

According to the Hicklin Slade & Partners website, The Whiskey Network has been a great success:

"The programme has delivered a 97% take up rate and have been described by the Vice President of Trade Marketing as the "best education programme" he has seen in a 25 year career in the drinks industry. "

Polaroid - Diageo Case Study

From the Polaroid site:

"From a marketing standpoint, the branded photos create a positive impression for the Diageo high-energy brands. “We’ve even had consumers tell us they’ll take the pictures home and put them up on their refrigerator. What better advertising could you ask for, especially since our brand name is prominently displayed on each picture? Proprietors also love this program, because it allows them to collect pictures of regular consumers, which can then be put up on a wall of fame, further enhancing consumer loyalty. I am a firm believer in the Polaroid branded film. It’s a fabulous consumer giveaway, and it definitely reinforces the strategy behind all our high-energy brands. It’s a promotional program that really delivers!” states Cassetta."

To read the rest of the case study click here.