BAR. 06 round-up
Despite not having the loudest stand (that honour belonged to Charles Wells' Corona) Cobra certainly had one of the most striking. And it was at the stand that Cobra CEO Karan Bilimoria unveiled the brand's new "twisted font" for use in the on-trade, particularly top end pubs and style bars. Designed by design consultancy Williams Murray Hamm, Simon Edwards, marketing director at Cobra said they were "delighted" with the new look. "We are convinced it will really appeal to the discerning lager drinkers that Cobra is targeting across all its markets," he said
Hi-Spirits was showcasing brands across three stands, mainly thanks to its recent incorporation into the business of the products that used to make up United Brands. Thanks to the deal managing director Jeremy Hill now has products such as XXX Tequila and Dooley's to sell, as well as his own Antica Sambuca and Sebor Absinth. An insider at Hi-Spirits also revealed that the company has just struck a deal to distribute Dutch premium vodka Effen from September onwards. The Hi-Spirits guys are certainly ambitious, with Belvedere and Grey Goose in their sights. Their confidence is not misplaced with Matthew Clark already on board to distribute Effen and JD Wetherspoon keen to list it. The brand has two varieties: original and black cherry & vanilla and its smooth taste is apparently down to its filtration through peat instead of charcoal.The show also saw the first official sighting on British shores of super-premium rum band Elements Eight. Company founders Carl Stephenson and Andreas Redlefsen teamed up with St Lucia Distillers to create the brand (which comes in two varieties: platinum and gold) and have already rolled it out across the Caribbean.
Hpnotiq, a premium liqueur already well known to bling, US-based hip-hop gangsta-types like myself (see picture top right), has gained UK distribution through Chartered Brands. The liqueur is a blend of premium vodka, cognac and fruit juice. It is squarely aimed at the UK nightclub scene, something that can be seen through its nationwide search for the clubber that best embodies Hpnotiq values - "The Hpnotiq Clubber tour".
Staying with the clubbing motif, drinks company Halewood unveiled a new limited edition bottle for its Red Square Reloaded brand. Working with HMV Digital the bottle advertises a new promotion which offers drinkers the chance to win weekends clubbing in Ibiza, as well as free music downloads from HMV Digital.
Narcotics also appeared to be on the menu with Isensua Opium Vodka and a cannabis-flavoured iced tea on offer. There are in fact a range of vodkas in the Isensua range, with Opium forming the very top-end (although I believe there is no opiate in it), and VX also part of what it calls a "luxury range".
And as for C-ICE Ice Tea, it has in fact had all of its THC (the illegal part of the cannabis plant to you all squares out there who don't what that is) taken out, so the tea tastes like it but without the effects. Trying selling that to Pete Doherty.
