Ace Hotel in Portland has partnered with local distillers House Spirits to stock their minibars with limited-edition artisan spirits. In addition to gin, vodka, rum and blended whiskey, guests can also get a cocktail kit including fresh citrus, bucket of ice, cocktail shaker, jigger and martini glasses. Plus cocktail recipe cards for amateur mixologists in need of inspiration.
Demand has exceeded the maker's forecast since the current batch was barreled in 2000, resulting in a shortage until the next batch is released this coming November, according to the company.MediaPost
Two print ads explaining the situation and asking Knob Creek fans to be patient, created by the brand's agency, Doe Anderson, appeared in The Wall Street Journal and The New York Times during July and June and are also scheduled to run in beverage trades through October.
With its sales slowing (though holding up better than most rivals), the British company is tackling one of the toughest challenges in marketing: changing consumer behavior. Diageo says it will continue to plug its Smirnoff, Jose Cuervo, and other spirits, but plans to spend millions in an attempt to make the cocktail cool again. "It's a nice idea, but it's not that easy," says David Morris, who analyzes the food and beverage industry for Mintel, a research firm. "There is some expertise needed to create a good cocktail." Not only will Diageo have to turn Americans on to mixed drinks, but it will have to teach people how to make them, too.
Print ads elaborate on a raffish social life at parties where Hornitos is the spirit of choice. Ads show imagery from an actual private party in New York City in January with taglines like, "If you're going to be home one hour late, may as well be three," with the proviso to "Always Mischieve Responsibly." Ads will run in national urban-hip mags like Vice and Theme beginning this month, while out-of-home executions can be found in Los Angeles, Chicago, Dallas and New York.MediaPost
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