Maxxium to accelerate spirits brand sales

Spirits company, Maxxium UK is making its highest ever investment in TV advertising – in excess of £3.5m.

The advertising will focus on four of its core brands: The Famous Grouse, Sourz including recently launched Sourz Fusionz, Red Stag by Jim Beam and Stolichnaya, to raise their profiles and drive awareness during a key trading period. The advertising will be seen by 95 million adults.

After 15 consecutive years on screen at Christmas, The Famous Grouse will appear for the first time outside this period with the return of the Grouse Hunt ad. As part of its integrated Famous Summer campaign, the Celebrate a Famous Summer strapline links into the sense of national pride sweeping the country. In addition to this, The Black Grouse returns with its iconic Touch ad, building on the momentum behind the brand which is growing at +44%*. Combined with the forthcoming Christmas campaign, the advertising will be seen by 77% of the adult population.

Sourz and new ready-to-drink Sourz Fusionz, which launched in March, will hit the screens from June to September. The UK’s number one non-cream liqueur is to benefit from a £1.3m TV spend, an increase of +11% on last year, as part of a total brand investment for 2012 of over £10m.

Red Stag by Jim Beam will see significant investment in TV advertising for four months from August, as part of a partnership with Bauer including Q. This music link comes on the back of a successful tour of O2 venues across the UK where Red Stag by Jim Beam is the official shot.

And, taking to our screens for the first time ever with a £600,000 campaign is the most original vodka, Stolichnaya. Programming for the 30” and 10” ads includes Alan Carr’s Chatty Man, Big Brother, Sunday Brunch and key sporting events, as well as a separate schedule for Video on Demand.

The advertising will be further supported with in-store activity, promotions, sampling and PR.

1 July 2012 - Felicity Murray