Meeting at the Malt Shop
Miller Brewing Co., Milwaukee, and Westport, CT-based Allied Domecq tipped their glasses to a $50 million development and marketing pact that will produce a line of “malternative” beverages.
The first two drinks in the line will be modeled on Allied Domecq’s Stolichnaya vodka and Sauza tequila and will hit the market this spring.
Allied Domecq will provide the spirits-making know-how while Miller “…will be doing the day-to-day marketing,” according to a Miller spokesperson. First efforts will hit in late April. Miller will also handle distribution, working with its more than 500,000 retail partners.
“Our brands make up one of the most interesting portfolios out there,” says Paul Block, Allied Domecq executive vp and general manager of the equities division. “Miller brings the ability to produce, distribute, sell, and merchandise the new products.”
BBDO, Chicago, and dRush, New York City, are helping Allied Domecq with the product conceptualization. Marketing Drive Worldwide, Wilton, CT, will handle promotion.
While the alcohol industry has had its share of fads (wine cooler, anyone?), the malternatives segment is booming, with $601 million in sales last year. After just one year, Guinness UDV’s hugely successful Smirnoff Ice sold about 1.8 million barrels, according to Beer Marketer’s Insights. Old-timer Golden, CO-based Coors‘ Zima has seen sales rise. And this year, Anheuser-Busch, St. Louis, and Miami-based Bacardi USA will introduce Bacardi Silver.
SPEARS HEAD
Skechers USA, Manhattan Beach, CA, expanded its relationship with pop star Britney Spears in a three-year licensing agreement that enables the company to market branded 4Wheelers roller skates internationally. The singer is appearing in print ads through June.
JOINING UP
Unilever, New York City, jumped on the alliance bandwagon, signing a cross-platform marketing partnership with New York City-based AOL Time Warner. The deal focuses on four elements: consumer ad programs; relationship marketing efforts through AOL Time Warner’s custom publishing unit; information-sharing through emerging technology and media platforms; and the formation of a joint marketing team that will explore new business opportunities.
BANK ON IT
Microsoft Corp., Redmond, WA, and Bank One Corp., Chicago, struck a three-year, $30 million marketing deal to develop and co-promote products and services in the U.S. Bank One will market MSN Internet access to customers, while Microsoft offers online small-business services to Bank One clients.
