Diablo, the "disobediently good" wine brand, announces a raft of multi-platform activity for February and March 2024. Already appearing on SKY cinema in January and February, the brand will feature in 3D-style deepscreen advertising across large digital formats including major underground stations in London, as well as at over 250 static six-sheet sites nationwide.
Ahead of this, a social media campaign devised with digital content creator Platform Media will launch across several partnership brands.
The video-only campaign created with Platform Media focuses on disrupting the “healthier start to the year” mindset, daring the target audience to indulge a little with the Devil. Content will run across Lad Bible, Pubity and other partnership brands, with a target of over 3 million views expected.
The digital displays at key London locations will appear to show the bottles of Diablo jumping out of the image in an eye-catching creative. This will be seen at Waterloo, King’s Cross and Tottenham Court Road stations on London’s underground, all very high footfall sites.
“We’ve seen fantastic growth for the brand and now we have the distribution in place to support a real push," said Senior Brand Manager for Diablo, Javiera Moller. "We’ve got big ambitions and we’re targeting the younger adult market, so this campaign includes major investment in social as well as above the line advertising.”
From its initial launch with Diablo Dark Red blend, the Concha y Toro-owned brand now has 4 wines in wide distribution in the UK:
• Diablo Dark Red • Diablo Black Cabernet Sauvignon • Diablo Golden Chardonnay • Diablo Crystal Sauvignon Blanc
There will be further new product development announced later this year. The brand has grown from £9.4M in retail sales value a year ago to over £17M today, an incredible +61 per cent in value.
Inspired by Spotify Wrapped and a Year in Monzo, retailer Haypp has revealed what a year of spending on vapes looked like for Brits in 2024. From the most popular flavours to the most purchased brands, this year’s data provides an interesting insight into the current vape market.
The sales data from Haypp reveals the importance of flavours in encouraging smokers to switch from cigarettes to less harmful alternatives.The data shows that fruit flavours, in particular, were far more popular than flavours such as tobacco or menthol.
With over 7,000 different vape flavours available in the UK, Pineapple Ice by Lost Mary came out as the favourite of the year, with six per cent of sales coming from this product. Watermelon by Elf Bar is the second most popular vape flavour, with 3.7 per cent of customers opting for the fruit-flavoured vape. Elf Bar’s Mad Blue completes the top three, with 3.1 per cent of vapers choosing the fruit flavour.
Top 10 most loved vape products in 2024 were:
Lost Mary 20mg 600 Pineapple Ice
Elf Bar 20mg 600 Watermelon
Elf Bar 20mg 600 Mad Blue
Lost Mary 20mg 600 Strawberry Ice
Elf Bar 20mg 600 Snoow Tobacco
Lost Mary 20mg 600 Menthol
Elf Bar 20mg 600 Blueberry Raspberry
Lost Mary 20mg 600 Blueberry Sour Raspberry
Elf Bar 20mg 600 Cherry Cola
Elf Bar 20mg 600 Strawberry Raspberry Cherry Ice
Making alternative nicotine products more attractive to adult nicotine users through flavours is vital to reducing smoking rates and smoking related deaths in the UK. However, the availability of a wide variety of flavours must be balanced with preventing youth access to vapes. With this in mind, Haypp does not stock flavours which could potentially appeal to underage vape users, for example candy or energy drink flavours.
When it came to brands, the UK certainly favoured the household names, with Elf Bar and Lost Mary dominating market share (38.7 per cent and 29.5 per cent respectively). The next favourite, Vuse, made the top three with a 13 per cent market share.
“The data revealed a clear favourite when it comes to vape brands, but with so many flavours available to vape users, it was no surprise to see more of a split result here," said Haypp's Markus Lindblad. "It’s also interesting to see that, generally, Brits steer away from tobacco flavoured vapes and instead find exotic fruit flavours like pineapple and watermelon the most appealing. With just two per cent opting for the menthol flavour, it’s clear that alternative flavours are important for many who have taken the decision to switch from cigarettes to vapes.
Research from our insights department shows that quitters usually start off with a tobacco flavoured vape, but after a while, they move on to other flavours, especially fruity ones. Smokers, as they move away from cigarettes, also want to move away from the taste of tobacco. This is why flavours are such an important part of the decision to switch and stay off cigarettes for many people and also why it is so crucial to take a sensible, balanced approach to flavours in the Tobacco and Vapes Bill. Banning flavours may have an unintended consequence of reducing the number of people using vapes to quit cigarettes and make some people switch back to smoking.”
Just in time for the festive season, Kahlúa has partnered with Salma Hayek Pinault to launch the limited-edition Espressohoho Martini Bauble – a unique drinkable ornament designed to spice your tree up in dramatic style, with everyone’s favourite seasonal cocktail: the Kahlúa Espresso Martini!
12 limited edition baubles are available via auction on Kahlúa’s Espressohoho BaubleshopeBay page for one week only (available to UK bidders only).
Refillable and reusable, the baubles caused a causing a stir after Salma Hayek Pinault posted a picture of the delicious addition to her 2024 Christmas tree décor in an Instagram post: "This holiday season you can help farming families in my home state of Veracruz by bidding on one of these 12 limited edition @Kahlúa Espressohoho Martini baubles. Proceeds will go to Coffee For Good. Search 'Espressohoho Martini Bauble' on Ebay for a chance to get one."
Salma partnered with Kahlúa in 2023 to support the Coffee for Good initiative, which benefits the coffee farming community in her hometown of Veracruz, Mexico’s finest coffee-growing region and (not so coincidentally) the birthplace of Kahlúa.
All proceeds raised from the Espressohoho Martini Bauble support Kahlúa’s Coffee for Good initiative, promoting sustainable, long-term agricultural practices increasing the demand for Veracruz’s premium coffee.
“Kahlúa is such a fun brand and Salma is the perfect person to front a creative campaign that puts humour at the forefront of festive celebrations," said Alison Perrottet, Brand Director for Pernod Ricard UK. "Kahlúa is continuing to grow in both the On- and Off-Trade thanks to the popularity of the Espresso Martini and supporting local coffee farmers through the brand’s Coffee for Good initiative is the sparkling star on the tree, we know our audience will be crashing the internet to get their hands of an Espressohoho Martini Bauble!”
Mediterranean Aperitivo, a three-year EU-funded project focusing on high-quality ingredients for this modern ritual from Italy and Greece, is celebrating the success of its integrated campaign. The activity aims to raise awareness among consumers, bartenders and restauranteurs of the quality of four much-loved products with European Geographical Indication,that together make up the Mediterranean Aperitivo experience including:
Vermouth di Torino PGIis an aromatised wine with a heritage and provenance going back to the foot of the Italian alps over two centuries ago
Pecorino Toscano’s PDO seal guarantees it is only made in the designated areas, with sheep’s milk from Tuscany and neighbouring areas in Viterbo, Lazio, Perugia and Terni in Umbria
Costa d’Amalfi PGI Lemons are grown in an area of 1,000 acres on the Amalfi Coast. renowned for their quality and provenance
Olives from Greece are an integral part of the Mediterranean diet.
Speaking after Mediterranean Aperitivo’s press event in London last month, attended by food and drink writers, Roberto Bava, President of Consorzio del Vermouth di Torino, said: “Mediterranean people are well experienced at enjoying life to the full, and a Mediterranean Aperitivo, with a superb cocktail and delicious food, is perfect for a night in or out with friends. Here in the UK, consumers increasingly recognise the value of PDO and PGI-certified products, and this integrated campaign has focused on highlighting everything these quality European food and drink products have to offer to consumers and importantly, bartenders and restauranteurs.”
Over the campaign period, exports to the UK of Pecorino Toscano PDO cheese rose from €118,860,13 in 2021 to €456,647,06 in 2023, while Costa d’Amalfi PGI Lemons increased from €53,649.34 in 2021 to €438,069.06 in 2024. Olives from Greece went from €26,905,904 for 2021 to an impressive €35,364,729 in 2022. Exports fell between 2022 and 2023, due to a decline in production because of weather conditions, causing a shortage of supply, but not demand, as shown by olive exports hitting €23,003,660 in the first three months of 2024. As a result of the campaign and its activities, supported by industry ambassadors, Vermouth di Torino continues to prove itself as key ingredient on menus across the country, with many bartenders and restauranteurs experimenting with new usages in cocktails and an "aperitif for anytime".
The growth in UK sales of Mediterranean Aperitivo ingredients during this three-year campaign is testament to its effectiveness, with campaign activations including educational seminars for professionals and participation in numerous industry activities and celebrations. While also confirming the growing Mediterranean Aperitivo trend for consumers, who are continuing to seek out premium experiences to enjoy these ingredients at home or in out of home settings.
Nick Patel, owner of Londis Kenyon Street in London, has won flights, transfers, accommodation, activities and spending money for a trip to Sevilla, the Home of Cruzcampo - Heineken UK’s new premium lager brand.
Patel won a competition, which ran in partnership with Booker from 11 September to 8 October, where every 20 cases of Cruzcampo purchased during the period resulted in an automatic entry into the prize draw, with the grand prize being a trip to Sevilla.
“I was so excited when I got the call,” Patel said.
“Spanish beer does really well in our store, and Cruzcampo is by far the most popular. We have a mix of formats including the bottles, 4-pack and 10-pack, which does particularly well. Retailers work really hard – there are a lot of things we have to sacrifice to keep our businesses running and this is a massive privilege. I’m looking forward to getting that break away and enjoying some beers in the sun!”
This activation is the latest of Heineken UK’s efforts to create excitement and engagement around Cruzcampo, which has performed incredibly well since its UK launch in 2023. Generating £88m in retail sales across the market and owning a 1.8 per cent share of beer sales in the Impulse channel [Nielsen ScanTrack, August 2023 – November 2024], the brand taps into shoppers’ growing demand for more premium continental lagers that still offer value for money.
A £10m marketing campaign, ‘Choose to Cruz’, made Cruzcampo unmissable this summer – reaching more than 24 million consumers. The advert featured an intriguing character rolling on a keg across the streets of Sevilla, Spain, demonstrating that as life gets hectic, you can opt for the ‘Sevillian way of life’, to choose to relax, live in the moment and take things as they come – all of which embody what Cruzcampo stands for.
“We are thrilled for Nick Patel. We are always looking at ways to engage and reward our retailer partners, and what a joy it is to be able to offer as exciting a prize as a trip to Sevilla with Cruzcampo,” Paul Gordon, head of marketing activation at Heineken UK, commented.
“This activation with Booker gave us an opportunity to give something back and create some real excitement with those customers, and we’re delighted with the result.”
Born in Sevilla in 1904, Cruzcampo is Spain’s number one draught beer and therefore offers drinkers an authentic taste of the country. A premium Spanish lager that offers all the advantages of premium beers at an affordable price, Cruzcampo provides consumers with a great quality experience that is a step up from classic lager brands while remaining accessible.
To find out more about Cruzcampo, retailers can head to Heineken UK’s Star Retailer platform at www.starretailer.co.uk/. The Star Retailer scheme is a loyalty scheme providing beer and cider category guidance tailored for convenience stores. Backed by a £10m+ investment from Heineken UK, the scheme boasts over 13 years of retailer support, having collaborated with 18,000+ stores.
Baking brand Betty Crocker has launched its latest seasonal treat in celebration of the festive period: the Cookies For Santa cookie kit.
Designed to capture the magic of Christmas with eye-catching packaging and seasonal sprinkles, the kit will appeal to shoppers looking for an easy and enjoyable home baking experience.
Available with a classic vanilla flavour icing, The Cookies For Santa kit delivers Betty Crocker’s trusted taste and quality in festive packaging guaranteed to grab attention in the seasonal aisles. Each kit produces 12 delicious cookies, offering great value for money along with a memorable family activity across the holiday period.
Betty Crocker is supporting the SKU with a £100,000 gross media value campaign, including paid social and in-store activity, to maximise brand visibility during the holidays – a key period for home baking.
“Our Cookies For Santa kit is a perfect choice for families of all ages to try across the festive period, delivering some delicious fun for budding home bakers across the UK,” JP Del Carmen, head of snacks and baking UK at General Mills, said.
“Seasonally relevant products are always a hit with shoppers looking to get into the festive spirit – and our latest kit is sure to draw demand with its great value, trusted quality and eye-catching, Christmas packaging!”
Betty Crocker Cookies For Santa Kit is available now in One Stop stores, alongside Sainsbury’s, Morrisons, and Co-Op. RRP: £3.00