Brands eye Halloween

"Dark and edgy" drink Opal Nera is boosting its links with Halloween by bringing out a limited-edition bottle.

The skeleton-themed bottle has been designed exclusively for the on-trade, and will be supported by a marketing plan to further establish the sambuca brand as the drink of choice this Halloween and throughout the winter months.

On-trade customers will receive PoS party kits with PVC bat and cat masks, horror tattoos, bunting, tent cards and posters. Brand owner Inspirit has also created signature serves such as Opal Nera Bloodlust (Opal Nera with Kick Energy drink and a cherry garnish) to drive sales and add theatre.

"Winter is a key period for Opal Nera because of its dark and edgy persona, and the Halloween promotion will kick off the marketing activity we have planned for the brand in 2011," said brand manager Matt Rimmer.

Other brands are also planning to align themselves with Halloween this year.

Southern Comfort is bringing out Voodoo PoS kits, comprising a number of spooky items such as glow-in-the-dark posters. Party kits will include "Trick" or "Treat" cards for barstaff to offer customers who purchase a Southern Comfort drink. These will entitle winners to either a Southern Comfort voodoo hat or luminescent face paints.

"Voodoo is an exciting platform, which, like Southern Comfort, is inextricably linked to New Orleans and the spirit of experimentation," said brand manager Jamie Butler.

WKD is also planning to spook pub-goers this Halloween by resurrecting its "Public House of Horrors" theme. Brand owner Beverage Brands is supplying licensees with PoS kits, including hanging skeletons, cobwebs, bunting, and giant hanging bats. Some outlets will also offer free vampire capes to purchasers of WKD.

"WKD always supports licensees around Halloween. We think this year could be the best ever with the chance to build weekend-long celebrations and generate incremental business," said marketing director Debs Carter.