Drinks brands go for gold at the Games

The Famous Grouse joins Heineken and AG Barr in Commonwealth line-up

• Games events will take place at a number of venues, including the new Sir Chris Hoy Velodrome.

WITH less than six weeks to go until thousands of visitors are expected to descend on Scotland for this summer’s Commonwealth Games in Glasgow, drinks brands are gearing up to make the most of the city’s moment in the spotlight.

A survey of Games spectators carried out by Glasgow 2014 revealed that nearly half (46%) of all visitors intend to make their stay a short break of two to four nights, while almost 30% said they will stay five or more nights. One in five of those visiting said they have never been to Glasgow before while more than half of ticket-holders know little or nothing about the host city.

Commonwealth Gold will enable the trade to share the celebration of the Games.

This is too good an opportunity for licensees to miss, according to soft drinks giant AG Barr, whose Strathmore brand is the official water of the Games.
“With an additional 430,000 potential customers visiting Scotland for Glasgow 2014, and many Scottish consumers watching the sporting events in their favourite pub or bar, the potential for increased sales is massive,” said Alan Hay, on-trade controller at AG Barr.
“Everyone will be expecting to consume Scottish soft drinks and Barr’s marketing activity around Glasgow 2014 will ensure that its best- selling brands are top of their list.”
AG Barr has invested a claimed £12 million in what it describes as its “biggest ever multi-brand marketing programme” in the run-up to Glasgow 2014, which gets underway on July 23 with an opening ceremony at Celtic Park.
As part of Strathmore’s role as official water of the Glasgow Commonwealth Games, Barr is sponsoring ‘Team Strathmore’: Scottish swimmer Robbie Renwick, Paralympic sprinter Libby Clegg and gymnast Dan Keatings who are all competing at the Games.
Hay continued: “Glasgow 2014 is creating a feel-good factor in what is already a momentous year for Scotland and we’ll be enabling licensees to engage with customers across flavoured carbonates, cola, juice drinks and water – all strong performing sectors of Scotland’s soft drinks market.”
Strathmore isn’t the only drinks brand in the Glasgow 2014 Commonwealth Games line-up.
The Famous Grouse has joined the ‘sponsorship family’ as the official whisky brand of the Commonwealth Games.
Ian Curle, brand owner Edrington’s chief executive, said: “We’re excited about this perfect partnership.
“Edrington was born in Glasgow and over 150 years it has grown and developed to become an international business.
“That same spirit and dedication to excellence is at the heart of Glasgow 2014 and we’re very proud to raise a toast of friendship between The Famous Grouse and the friendly games.”
Brewer Heineken has also joined forces with the event, as official beer and cider provider for the Commonwealth Games.
As part of the partnership, its Heineken and Bulmers cider brands will be available through licensed bars in competition venues throughout the Games.
It will also brew a limited edition ale, to be called Commonwealth Gold, at its Caledonian Brewery in Edinburgh.
Commonwealth Gold will be made using ingredients from around the Commonwealth, including hops from Australia, England and New Zealand together with malt from Scottish suppliers.
According to Caledonian’s beer specialist, Craig Steven, the result will be a “golden ale with a citric soft fruit aroma and flavour followed by a lemon and soft malt finish”.

Glasgow 2014 is creating a feel-good factor in a momentous year for Scotland.

The beer will be available to the trade as a guest ale option in the run-up to, and during, the Commonwealth Games fortnight. The Caledonian Brewery is also set to operate a mobile bar in Glasgow over the Games period to showcase its range of cask ales.
Caledonian managing director, Andy Maddock, said: “We’re excited and honoured to be brewing Commonwealth Gold, so that pubs and beer drinkers across the UK can share in the celebration and excitement of the Games.
“It will be brewed using our open-fired coppers that date back to the Victorian age, so visitors to the Games will be able to enjoy a refreshing golden beer that combines ingredients from all over the Commonwealth, brought together according to the very best traditions of Scottish brewing.”