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A new ad campaign beckons for Sauza, the world’s number two tequila brand |
US. Fortune Brands has highlighted its brand-building initiatives for 2006 following the acquisition of a number of spirits and wine brands from Pernod Ricard last year.
Growth will be driven by brand building, which remains the company’s priority, Chairman and CEO Norm Wesley told an analysts’ meeting this week.
Initiatives for 2006 include:
– Sustained case volume growth for Jim Beam in 2005, including double-digit growth for super-premium Jim Beam Black, backed by the brand’s first US television advertising campaign and NASCAR-driven marketing campaigns that will expand in 2006.
– A new 2006 advertising campaign for Sauza, the world’s number two tequila brand.
– The debut of a new racing programme for Canadian Club to be announced soon.
– Extension of the successful House of Courvoisier marketing programme.
– The new Drink Life Deeply campaign for Knob Creek, the number one ultra-premium bourbon.
– Introduction of Starbucks Coffee Liqueur, rated as “Best New Product of 2005” by Market Watch, followed by the launch of Starbucks Cream Liqueur. The liqueur has been test-marketed in the US from 2004.
Commenting on the spirits and wine brands purchased last summer from Pernod Ricard, Wesley said: “We’re delighted with the pace of the integration of the spirits and wine brands, which are expanding the quality of our portfolio and boosting our international strength. We continue to expect these brands will increasingly add to earnings throughout the year, benefiting 2006 earnings per share by 35 cents or more.”
About Fortune Brands
Fortune Brands is a leading consumer brands company with annual sales exceeding US$7 billion. Beam Global Spirits & Wine Inc is the company’s spirits and wine business whose major brands include Jim Beam and Maker’s Mark bourbons, Sauza tequila, Canadian Club whisky, Courvoisier Cognac, De Kuyper cordials, Starbucks Coffee Liqueur, Laphroaig single malt Scotch whisky and Clos du Bois and Geyser Peak wines.
