Bulleit hits target in Seagram range

Seagram UK has launched a new bourbon and announced several changes to its spirit brand portfolio.​Bulleit Bourbon, a 45 per cent ABV American brand that has secured several listings since its release in the off-trade last April, will be distributed to leading bars by Seagram's specialist brand division, Ideal Brands, from October.

The latest addition to the Seagram stable will be marketed as a versatile, dark spirit rather than the more traditional "hard man's chaser".

Seagram has also replaced Montezuma with Olmeca Tequila, which it bought in April, as its leading tequila brand. Olmeca, 38 per cent ABV, is distilled in Mexico and has enjoyed huge success in the US.

It is supporting the release with the introduction of an Olmeca Tequila Bar Kit and a selection of branded point-of-sale material for on-trade customers.

In the run up to Christmas, the new-look Chivas Regal blended scotch whisky will be offered at the price of an "ordinary" blended whisky aimed at encouraging consumers to upgrade to a premium whisky.

Seagram's leading dark rum brand, Captain Morgan, has joined forces with the National Union of Students to launch a "Keys to Adventure" sampling drive in student bars up and down the country.

OVD Demerara rum is hoping to extend its 60 per cent stake in the Scottish market with its "They Think its ALL OVD" initiative, which kicks off in September and will include a number of ventures based around its sponsorship of Scottish junior football.

Seagram UK is also investing £1million in regional promotional campaigns and local advertising for Morgan's Spiced.