PRESS ANNOUNCEMENT October 2017
Kingsland Drinks’ range of fusion beverages, Mr Gladstone’s Curious Emporium, available nationwide in Tesco, will be supported with a major marketing and promotional push this Winter.
Featuring two still flavours, Rhubarb & Custard and Pear Drop and two fizz variants, Pineapple Cube and Strawberry Bon Bon, the range capitalises on the demand for fusion drinks demonstrated by the 290% growth of the fruit fusion wine category .
Mr Gladstone’s Curious Emporium targets men and women identified by WinePRO as ‘the beginners’, ‘risk averse youngsters’ and ‘generation treaters’. Catering for the ‘low-key social’, the ‘big night’ and ‘a drink before going out’ occasions, this is the new drinks sensation that offers a way into the wine category that is less traditional and more approachable for consumers who otherwise can find wine confusing and intimidating.
The activity will be focused on a consumer competition to win a ‘Curious Trip to Paris’ with a new website, in-store sampling, neck collar promotion and digital advertising, consumers identified by WinePRO as the most engaged with fusion and the nostalgic flavours of the brand.
In-store sampling at 90 Tesco stores, the brands’ main retailer, took place in early October, targeting the highest footfall stores. In-aisle sampling encouraged trial in-store and convert-to-purchase with all four variants available for testing.
The consumer competition to win a Curious Adventure to Paris will be launched via neck collars in October and will run until the end of the year. These will detail serving suggestions, as well as a code to enter the Curious Adventure competition through the newly launched website. MrGladstones.com then acts as the competition’s point-of-entry, as well as functioning as an on-brand information point, detailing stockists, tasting notes and cocktail recipes.
Supporting social media accounts on Facebook and Instagram will also drive consumers in store, as well as creating brand awareness with graphics promoting flavours and serve options.
In addition, Kingsland Drinks have partnered with clothing brand Boohoo.com, with Mr Gladstone’s Curious Emporium soon to be announced as the official drinks sponsor of selected Boohoo.com events. This will create a significant opportunity to increase consumer brand awareness within the target audience, particularly at upcoming events.
The innovative fusion range has been expertly crafted with 100% natural flavours to offer a refreshingly delicious beverage. Best served chilled, over ice, or as part of an exciting cocktail.
Mr Gladstone’s Curious Emporium range is available in Tesco, Nisa and Jempsons stores, priced £4.00 – £5.00.
 Kantar Worldpanel, 52 w/e data to 31st January 2016