Coca-Cola looks for Penicillin
Coca-Cola Amatil is hoping a cocktail named Penicillin may be just what the doctor ordered for its drinks joint venture with global spirits house Beam.
Created by Australian mixologist Sam Ross for a bar in New York, Penicillin (Laphroaig, single-malt scotch, lemon juice and honey-ginger syrup) is one of several cocktails to be promoted by a new team of roving "brand ambassadors" established by Coca-Cola Amatil and Beam in an attempt to drive sales of spirits such as Laphroaig, Jim Beam, Canadian Club and Courvoisier.
CCA’s national future brands manager, Julian Train, said the aim of the training and support program was to help move spirits "out of fridges and off back bars and into consumers’ hands" with cocktails such as Penicillin, Devil’s Storm and White Chocolate Fizz.
CCA and Beam are also investing more resources into promoting some of its lesser-known spirits brands as well as CCA’s new range of Cascade mixers
nThe new program follows a tough six months for the spirits joint venture, which underpins CCA’s alcoholic beverages strategy. Sydney Morning Herald – Read more…