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Spirits Ads on TV

April 3, 2012 1 Comment

I write a monthly column for Spiritz magazine in India, which is the most widely read alcohol-related magazine in the country. My column is called Booze Abroad and the March issue contained a story on how the broadcast advertising (voluntary) ban for spirits was ended in the US.

While TV advertising for spirits has become widespread, it came about through the leadership of Seagram, but not without some ups and downs along the way.

The article is available on this blog with the permission of Bishan Kumar the publisher of Spiritz. To read it, simply click on the words, “Spirits Ads on TV” at the top of the column on the right.

The Fountain of Booze

March 29, 2012 No Comments

Buffalo Trace Newsletter reprinted an article from Agence France-Press (AFP) with this headline – Georgia Toasts Tourists With Alcoholic Fountain. I knocked over my coffee in the rush to book a flight to Atlanta, and then realized the Georgia in question was the country not the state.

Georgia is a sovereign state (ex-Soviet Union) in the Caucus mountain region on the border between Europe and Asia. It seems that they have been pushing hard to attract tourists to the city of Batumi, an up and coming party town on the Black Sea coast. Past attraction efforts have included wedding cake buildings, Dubai-style glass towers and an upcoming aerial tramway. The new venture is a fountain that dispenses local booze.

The Mayor of Batumi (who I picture sounding like Borat) had this to say about it, “Once a week, for 10 to 15 minutes, Chacha will flow from this fountain instead of water. Tourists will have an opportunity to taste the traditional drink.”

In case you didn’t know (I sure did not) Chacha is a clear strong liquor made from grape using the pomace — grape residue after making wine — or what I like to think of as seeds and stems. In other words it’s like Grappa.

QR Codes

March 21, 2012 No Comments

Ever see one of these before? Ever use one?

According to data I found online, in an August 2011 poll, almost 60% say they are NOT familiar with QR codes. QR stands for quick response.

Here is how it works…you’re walking down the street and you see a bus shelter or other outdoor medium. Off in the corner is one of these doohickeys. Or, maybe you’ve seen them on a print ad or business card or, even, an envelope.

In any event, if you have a camera and QR Reader on your smart phone (the reader is a free app) you click on the reader and hold it over the QR Code until – presto – it takes you to wherever the person who created it, wants you to go. That’s usually a website but I’ve seen it used to provide contact information on business cards for ease of access.

For the booze business I like it mainly for wine. If I try a new wine and want to remember it, I either need to photograph the label, write down the name (do you always have a pen with you?) or try to remember (which depends on how much wine was consumed). The QR Code is quick, easy and provides the opportunity to learn more about the wine via a website link.

QR Codes are used for advertising, special offers and discounts and a host of other stuff that a marketer wants to communicate in detail. While their use doesn’t change the world of marketing or advertising, they are convenient adjuncts providing more information easily. But naturally, some ad folks get carried away and think that the convenience is the message.

Oh, and let’s not forget t-shirts.

By the way, if you haven’t already done so, hold your phone up to the code at the top. Guess who?