Three Barrels unveils 2008 marketing push

Three Barrels VSOP is enjoying continued success in the off trade, outperforming the category with year on year value (+10.22%) and volume (+9.35%) growth, ahead of the total brandy market (+ 4% value, +3.35% volume). The campaign will interact with both loyal users and aim to attract new drinkers and will be launched through a programme of direct mail, PR and in-store promotions.

"The new packaging reinforces the brand's French heritage and authenticity and is designed to strengthen consumer appeal to drive trial and awareness by creating strong stand out on shelf," says Harriet Knight, brand manager for Three Barrels at First Drinks Brands. "Whilst Three Barrels is by far the biggest player in the brandy market, it is vital that we retain our emotional connection with consumers and we're confident that an integrated approach meets these needs."

The campaign will see around 55,000 brandy consumers receiving a personal message from the Master Blender, Bertrand Auriol incorporating a competition to become the Three Barrels brand ambassador in the UK. A new website,www.three-barrels.com, offering information on the range and production methods has also been developed to give consumers a greater insight into the brand.

Produced in the town of Cognac by Raynal & Cie, wholly owned by William Grant & sons, the brand is steeped in history and can trace its heritage back to 1814 offers a Three Barrels range which also includes the XO 15 Years Old, created for special brand occasions.

"With over 1 million loyal consumers, Three Barrels is already driving the brandy sector with its unique combination of product quality, customer and consumer insight and marketing investment. These activities will communicate the brand's accessibility and we're confident that this approach will drive sales and profits for the trade."

Source: First Drinks Brands

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