Allied Domecq Repackages Top Brands for Promotions

By Mar 25, 2004

Allied Domecq Spirits, North America is kicking off the spring and summer seasons by marketing new value-added packaging and co-packing on some of its biggest brands to drive sales.

For example, Kahlua will introduce a co-pack in select Hispanic-focused markets pairing the classic 750ml bottle of Kahlua and a 1L bottle of Kahlua Mudslide Mix. In California, the co-pack with pair the 750ml bottle and a Kahlua replica bottle shaker.

Malibu co-packs
for summer promo

Malibu Caribbean Rum returns with Cooler Jugs as a VAP featuring five popular Malibu recipes. Malibu is also offering a co-pack promotion this summer with several mixers—pineapple juice, cranberry juice, cola or colada mix—depending on the market. P-O-P materials, including table tents and in-store signage will be used to promote two new Malibu flavors—pineapple and mango—as well as the new brand spokesperson, Shaggy.

In addition, a variety of Sauza Tequila brands have been co-packaged with Sauza Original Margarita Mix complete with a margarita recipe. Beginning in April, Courvoisier VSOP limited edition bottles will be paired with a 50ml bottle of Courvoisier XTO.

In June, Canadian Club targets Father’s Day by offering a sleeve of golf balls and a golf ball holder with the purchase of a 750ml bottle of Classic 12. With the purchase of a 1.75L of Canadian Club 6 Year, a 50ml Classic 12 is offered on-pack.

The Beefeater brand will co-package a 1.75L or 750ml bottle of Beefeater with either a bottle of cranberry juice or tonic water and offer cocktail recipes.

“Allied Domecq has created fresh and attractive packaging to help inspire consumer purchase decisions, expand our consumer base and help keep our premium brands top of mind with all our constituents,” Simon Hunt, senior VP-marketing, Allied Domecq Spirits, North America, said in a statement.

Publicis, New York City, does all of the design work for Allied Domecq POS materials.