A Pair or Two of Drinks Brands
Will your vodka be cloudy now it is to be mixed with Pernod. In the ‘drinks brand wars’ Diageo need to watch out as Pernod top up there shopping trolley with the purchase of Absolut.
The cost of this Vodka cocktail was over £4 billion so it looks like well marketed brands can create great networth. Extra equity value was also created when Pernod’s share price increased on the news of the acquisition. Where will new value be generated? Well Pernod Ricard bring the strength of their network to an internationally famous well advertised product.
You Need a strong Drink at Luminar
Popular and well-established night club brands under the auspices of Luminar Group Holdings Limited are in the hands of the administrator as banks turn off the music.
For the party animals Oceana, Liquid & Envy, LavaIgnite, and Project are now hoping their brand value will bring forth a bid from potential new owners.
Companies have a different life cycle to brands. The death of one doesn’t always mean the death of both.
What is going down the throats of many beer drinkers in preference to Budweiser? – It is the Bavaria beer promoted by the orange clad ambush marketeers in South Africa.
Smart thinking and a bit of chutzpa has created a marketing coup. Watch out for copy cats at the Olympic Games 2012. Stay the right side of the law if you are contemplating an ‘ambush’ inside a stadium with protected sponsors rights.
Pisces Twins in the Constellation
‘Brands change hands in the cider industry in time to drink Gaymers for Christmas’. Constellation owners of drinks brands that include Hardys & Banrock Station in the wine industry and Tsingtao Chinese beer have sold some cider brands to C&C the owners of Magners. A Perry good deal for all!
Whilst Gaymers does have production and bottling facilities a large part of the £46m price is the ‘intangible value’ of the brand and the synergy or retail clout C&C will now have.
A Secret ?
What do Coke-Cola and GCHQ have in common? I can’t tell you it is a secret!
Keeping your drink recipe, code books or business knowhow secret is one of the best ways of protecting your Intellectual Assets. The need to know principal shouldn’t be about power but your sound commercial judgement.