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Drink Up…

Drink Up…

Sophisticated and timely deals abound between top brands and famous drinks

Recently there has been a vat (pardon the pun) of deals between famous brands and famous drinks. There have been – by pure coincidence of course – worldwide lockdowns, which have seen an up-spike in the sales of alcohol.

Creating a natural synergy, and coming throughout a difficult year where people have turned to their favourite brands to bring stability and comfort, the deals below reflect the sophisticated growth of brands and drinks pairing. It is of course essential, when making such a deal, that the property fit the product.

Banijay Brands, in partnership with official Peaky Blinders brand owner and producer, Caryn Mandabach Productions, last year launched the first official Peaky Blinders wine.

Inspired by the multi-award winning drama, Peaky Blinders, renowned French vineyard, Vignobles Bardet, has created two red wines, a Saint-Emilion and a Saint- Emilion Grand Cru. Born from the highly-regarded Bordeaux region following research into 1920s wine in partnership with wine historian Jean-Michel Chevet, the offerings are set to give buyers the opportunity to immerse themselves in the world of the international hit drama.

The wine will initially be available in France but is available for export, via local distributors in key markets across Europe and Asia.

Jane Smith, Group Director, Brand Licensing of Banijay Brands comments; “In Vignobles Bardet we have found an established and creative partner to create an authentic product, which is perfectly suited to the Peaky Blinders brand. This collaboration has created two fine reds that will give fans an authentic taste of the 1920s in the very style that would be shared at the Shelby table.”

Thibault Bardet, Vignobles Bardet comments; “It’s easy to imagine a character like Thomas Shelby importing his own wine from our great-great-grandfather Jean Roy on the prestigious Saint-Emilion region of Bordeaux and we believe these reds are exactly what he would have chosen. We are extremely proud to produce a product that captures the true essence of Peaky Blinders.”

The Royal Horticultural Society (RHS) has announced a partnership with historic South African fruit and wine farm Babylonstoren to produce an RHS rosé wine.

The wine will launch just before the RHS Chelsea Flower Show on 17 May 2021, for which it will be the official rosé wine. Visitors to the RHS Chelsea Flower Show will be the first to taste the special vintage.

Babylonstoren will harvest and bottle the grapes mere weeks before the RHS Chelsea Flower Show 2021, then rush the first shipment to London. The rosé will feature a designation label on the front of the bottle. The RHS logo and information about Britain’s favourite gardening charity will appear on the label on the back of the bottle.

This is a first for the RHS. The charity has a wine club for members and has also in the past endorsed a limited edition honeybee gin with Warner’s Distillery. However, it has never licensed a specific wine before.

Cathy Snow, Licensing Manager, RHS, says: “Rosé is an ideal spring and summer wine, and the first-ever RHS-endorsed rosé calls to mind flowers, gardens and the outdoors, with the promise that warmer days are on the way. What better way could there be to welcome Britain’s best-loved flower show? We’re delighted to be partnering with Babylonstoren on this wonderful wine.”

NIO Cocktails and GQ have partnered to create a unique and luxurious tasting experience with a cocktail collection perfectly crafted, fusing hedonism, style and luxury with all five senses. 

Produced by NIO Cocktails and designed exclusively for the taste of GQ, the collection is sold as a hand-crafted gift set made with 100% recyclable materials, and is available to buy online and ready to taste in the comfort of your own home. The cocktails comprise elements of 4 cities, 4 capitals of taste, 4 different styles. Milan: The Milanese Bianco; London: The Dandy; New York: The Big Apple; and Tokyo: Sensei make the collection.

Brandgenuity has recently been selected by Kahlúa to be its exclusive licensing agency.

Kahlúa, headquartered in Sweden and produced in Mexico, is the global leader in coffee liqueur. Kahlúa, known for its playful and easygoing attitude, is the central ingredient in a variety of trending classic cocktails, including the Espresso Martini, White Russian and Cold Brew Soda. Created in Veracruz more than eight decades ago, Kahlúa sold more than 1.5 million 9 litre cases and shipped to more than 15 markets, in 2019.

“We are so excited to get started with Brandgenuity to build a strategic and innovative licensing program for Kahlúa,” said Tamara Urukalo, the Global VP Marketing at Kahlúa. “We are the #1 coffee liqueur brand, and coffee cocktails are exploding globally. The Espresso Martini is the #7 most asked for cocktail in the world, according to Drinks International.” Added Tamara, “Brandgenuity really understood our brand – that we are made with arabica coffee, sugar cane rum, and a sprinkling of colorful Mexican heritage with a witty, fun and inclusive personality.”

Kahlúa currently has two licensee partners, White Coffee and Keurig, and the agency is planning to build upon their success.

The agency is excited to think “outside of the bottle” about this iconic brand.

The Original Stormtrooper licensing programme, managed by Golden Goose, in 2020 celebrated the launch of three new 70cl gin variants to complement the Salted Caramel and Vodka liqueurs in B&M Stores. These new spirits from licensee Blue Tree Gifts strengthen the brand in the BWS category where it has already driven sales of over 150,000 Original Stormtrooper giftsets. Meanwhile, lockdown has increased demand for Original Stormtrooper Beer. The Sourceror’s Ben Fowler confessed “the huge rise in on-line ordering has massively challenged our supply chain. It really is all-hands-to-the-pump.” Finally, licensee Beer Buddies is unveiling a hand-sculpted wall mounted Original Stormtrooper bottle opener: a sure sign of the brand’s potential in this space. Shepperton Design Studio’s Andrew Ainsworth commented “any connection between these products and the Stormtrooper’s failure to shoot straight is purely coincidental,”  

For Christmas, Finsbury Food Group and Diageo brought back the Christmas classic Baileys Yule Log, joined by two treats in its annual festive range. 

The Baileys signature taste is already synonymous with Christmas and Finsbury’s festive treat range is set to create the all new Baileys cake experience, for consumers to enjoy this December

Declan Hassett, Senior Licensing Manager at Diageo, says, “We love working with Finsbury on our delicious Baileys range to bring adults new and exciting ways to enjoy the Baileys brand. I just love the mini cupcakes and treat bars, there’s always a moment to fit a bit of Baileys indulgence into your day, no matter what the occasion.” 

Baileys is just one brand that Finsbury and Diageo successfully work together on, and 2021 has some exciting new NPD in the pipeline – with a baking industry-first partnership with Gordon’s Gin. More details are to be announced in early 2021. 

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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