WINTER IS "FINALLY" HERE

We’ve experienced the eerie feeling of 60-degree weather in December, and the presence of green grass, even after the first of the year. We’ve had a couple of bursts of snow but, I think we can all agree it doesn’t really look like winter around here - yet.

The Old Farmer’s Almanac (n.d.), predicted that, this winter, the Boston area would be drier than normal, “with near-normal temperatures but above-normal snowfall” (para 1). The coldest periods were predicted to be in mid-December and early and mid-February. Mid-December wasn’t half bad, in my opinion, and we can handle a couple of cold weeks in what is already the shortest month of the year anyway. Right?

The snowiest periods were predicted to be in mid-December, mid- and late January, and late February. Knowing this, we can’t help but lose a little faith in these predictions and and/or get really concerned about February.  

For some, winter is a joyous time filled with skiing, snowboarding, and even ice fishing (I just don’t get the attraction of this one). For others, winter is all about escaping the outdoors entirely, under a blanket, on the couch with a good book (more likely a Kindle or an iPad but book sounded better) and a beverage of some sort. Brown spirits appear to be making a big comeback this year, so whether you spent the day on the slopes or under an afghan, you might enjoy a lovely Hennessy cognac or a smooth Crown Royal.

Regardless of the winter activity, GAP has targeted ideas to help promote your brand in the most extreme (or not so) extreme winter climates.

This completely custom Captain Morgan and Smirnoff snowboard looks great mounted on the wall or used to carve up the slopes.

  
This custom designed Smirnoff winter scarf makes for a great prize or giveaway at any bar or slope side event.

This custom Yuengling die-cut metal fireplace can be used all year long, but will heat up any outdoor winter event. It also works great as a dealer loader.  

Here are a few more of GAP’s favorite winter warmers to hold you over until barbeque season.   

The Gin Toddy 

Ingredients:
1 1/4 oz Tanqueray London Dry Gin
3/4 oz lemon juice
2 oz boiling water
1 tsp sugar
cinnamon stick for garnish 

Build the ingredients into a wine goblet.
Stir well.
Garnish with a cinnamon stick. 

Baileys Irish Coffee 

1 part Bailey's® Irish cream
1 partblack coffee 

Mix the hot coffee with Bailey's. Enjoy!

After Dinner Mint 

1/2 oz white creme de menthe
3/4 oz Southern Comfort® peach liqueur
1/2 oz Stolichnaya® vodka
Fill with hot chocolate 

Shake vigorously and serve.

Please enjoy winter responsibly.
 
Sources:
Almanac.com
Drink Recipes from:
Drinkmixer.com
 

HAPPY HOLIDAYS!

We may not have snow along the coast here in New England, but the holiday season is well underway (with cold weather arriving just in time…cue, “the office is freezing!”). The GAP elves are just returning from a two-day holiday retreat at the beautiful Wentworth by the Sea in Newcastle, NH. Amidst the amazing holiday decor, the team enjoyed spectacular meals, fantastic scenery and, of course, wonderful holiday cocktails. We had an opportunity to reflect on our extraordinary year, present our individual highlights with our clients and our projects. And, we planned for our future.

Reflecting on our last few months of 2011, we discussed the truly unique displays that we designed to capture the holiday spirit (pun intended). Anticipation of cold weather and the powerful Nor’easters we’ve all grown accustomed to had us thinking ‘warm and cozy.’, And, what better way to display a brand than in the glow of a fireplace. A few examples of our festive holiday items are shown below.

Ketel One Fireplace – Wood construction with digital print graphics which can be customized to your channel size. Stocking stuffers not included! 

Leinenkugel Fireplace Screen/Log Carrier – A fireplace needs a screen, and this handcrafted, spot-welded screen is the perfect solution. Couple with a custom log carrier & holder and you have a winning display. Rumor has it, that Santa has one at his place in the North Pole! 

Crown Royal Ornament – When the fire gets too hot make your way to the tree. Our custom ornaments outshine the lights!

And no GAP blog would be complete without a few of our favorite drink recipes to keep you warm during the long, cold New England winter nights! Please celebrate responsibly! Happy Holidays!

Captain Butter Cream

2 - 3 oz Captain Morgan® Original spiced rum

1 oz DeKuyper® Buttershots liqueur

12 oz cream soda

Pour Captain Morgan into a pint glass with ice, and add buttershots. Top off with the cream soda of your choice. Shake, do not stir, and serve.
 

Buddy Rich 

3/4 oz Stolichnaya® raspberry vodka

3/4 oz Kahlua® coffee liqueur

1/2 oz Chambord® raspberry liqueur

1/4 oz Frangelico® hazelnut liqueur

1/2 oz half-and-half

Build the Stoli raspberry vodka, Kahlua coffee liqueur, Chambord raspberry liqueur and Frangelico hazelnut liqueur into a highball glass filled with ice cubes. Top with half-and-half, and serve.

(Recipes found on drinksmixer.com)

KNOW YOUR BEER

The GAP team is undeniably passionate about beer. With so many varieties and styles from which to choose, we’ve found that just a little bit of knowledge can help ensure that you select something you will enjoy.

All beer is categorized as either lager or ale.  Within these two categories, there are different varieties of beer with their own characteristic flavors. Lager varieties include pilsner, bock, and Oktoberfest. Examples of ales include pale ale, porter, stout, and wheat beer. The difference between lagers and ales are mainly due to the yeast used, but brewing technique also plays a role. 

Lager is made from malted barley and is produced by yeast fermenting at low temperatures at the bottom of the fermentation tank. It is aged longer than ale (30 days or longer versus less than 3 weeks), which causes the beer to become clearer and cleaner than ale. Lager is almost always served cold and tends to have a more refreshing, lighter flavor than ale.

On the other hand, ales are produced by yeast that ferments at the top of the tank at typically warmer temperatures. The yeast ferments the beer quickly, which allows for a sweeter, more full-bodied and robust flavor as compared to lager. Ales can be served at warmer temperatures.

Here are some characteristics of varieties of ale:

Pale Ale: Usually bronze or amber in color with a balance of hops and malt. Varied hop levels used in the brewing process allow for a wide range of pale ale styles, such as India Pale Ale and Irish Red ale. Examples: New Belgium Fat Tire, Smithwick’s

Porter: Generally hoppy, dry, and dark in color, due to being brewed with dark malts. Many porters are characterized by roasted, chocolate, and creamy flavors. Example: Yuengling Porter

Stout: Slightly stronger than its porter predecessor, while retaining its dark color and big flavor. Made using roasted malt or barley, stouts are often coffee-flavored. Example: Guinness

Wheat Beer: Brewed with a large amount of wheat and subtle hops. There are many variations in flavor and ingredients, which means it varies in appearance, as well, though it is usually cloudy. Examples: Blue Moon Belgian White, Leinenkugel’s Sunset Wheat

Here are some characteristics of varieties of lager:

Pilsner: The most popular and widely available beer style in the world. It is pale and golden in color, and has varying degrees of noble hop bitterness. Examples: Yuengling Lager, Pilsner Urquell

Bock: A strong lager that is rich and malty and typically low in hops. Colors range from light copper to brown. Example: Leinenkugel’s 1888 Bock

Oktoberfest: Lager named after the German festival of the same name. It is also known as Marzen, as it is brewed in March and ferments through the summer. It has a medium to full body and is typically pale yellow to deep amber in color. Example: Leinenkugel’s Oktoberfest

Now that you know a little bit more about beer, get out there with confidence and enjoy responsibly!

http://beer.about.com/

http://www.wikipedia.org/

THANKSGIVING AND GAP PROMOTIONS

Take out the fine china, the gravy boat, and turkey platter. That’s right, Thanksgiving is just around the corner. Many families across the country are readying their kitchens and appetites for the upcoming holiday. People are making final decisions as to whether Aunt Edna gets the invite, and whether or not to candy the yams.

Times have definitely changed since 1621, when the first Thanksgiving took place between Plymouth colonists and the Wampanoag Indians. This original meeting was a celebration of the Pilgrim’s first corn harvest. Today, family and friends gather together to enjoy great food, libations, parades, and of course, football.

Thanksgiving also happens to be one of the largest “beer-buying holidays” in the United States; responsible for over 51.8 million cases (in 2009). Beer and liquor companies try to position themselves to “WIN” the holiday… and the best way to do so is to get the product out on the floor and ensure that it is highly visible. Holiday displays are one of the tried and true ways to get a product noticed.

Check out a few of the ways that GAP has helped get our clients brands noticed this season:

Guinness Black Lager a new dark lager cold-brewed with roasted barley, by the legendary brewers of Guinness Draught, is commanding space at retail with a 4-case display rack, as GAP helped with the Black Lager. 

In the true spirit of Thanksgiving, GAP helped Stoli brand vodkas give back to the local community in Washington, putting together an eye-catching 25+ case display to help promote their “Buy a Bottle, Give a Meal” Program.

 
And, if your pumpkin pie just isn’t cutting it… Try the Whipped Sunset, a new cocktail including one of Smirnoff’s newest flavors, Whipped.

Prep Time: 3 minutes  
Total Time: 3 minutes  
Yield: 1 Cocktail  

Ingredients:  
1 1/2 oz. Smirnoff® Whipped Cream Flavored Vodka  
3 oz. sour mix  
2 oz. pineapple juice  
1/2 oz. grenadine  
Whipped cream (garnish)

HOW DOES THE BEVERAGE INDUSTRY CELEBRATE HALLOWEEN?

Halloween is a particularly important holiday for members of the GAP team. Many of us live in or near Salem, Massachusetts, the Halloween Capital of the World. If you haven’t been to Salem for Halloween, you don’t know what you are missing. People from all over the world gather to share in the Haunted Happenings – it’s always an amazing spooktacular time! 

Beer and spirits companies across the country also celebrate the wicked day of October 31st in many different ways. Some offer safe rides, others sponsor parties, while others create special spooky drink recipes. We wanted to share one particularly cool example of what our clients are doing in order to get others into the spirit – pun intended.

Regardless of your drink preferences, Miller Lite wants to see that you get home safely. The company’s 3rd annual Halloween Free Ride program “ride the bus on us” runs Saturday, October 29, 2011, from 7pm to 1am. The company partners with the Nashville Metropolitan Transit to provide residents with rides to popular Nashville destinations such as bars, restaurants, and even local Halloween celebrations. Anyone 21 years of age or older can access the routes and scheduling by calling or texting a number on the Miller Lite website. 

 

The “Free Ride” program promotes the concept of celebrating holidays and events responsibly by never drinking and driving and encouraging people to plan ahead. The company’s current program includes free safe rides for all Packers’ home games in Green Bay, WI and for Halloween in Nashville, TN. To-date, the company has provided safe rides for more than 2.7 people safe rides during these events and holidays.

Please terrify others responsibly.

Ketel One and Captain Morgan are sponsoring an annual Halloween Masquerade Ball in Scottsdale, AZ on October 29. The party will be held at the Talking Stick Resort and Casino with two-levels of gaming tables, slot machines, multiple bars (with $6 cocktail specials thanks to the sponsors), restaurants, a DJ, and at midnight a cash prize for voted best female, best male, and best couple costume. This is just one out of the many events that will take place in celebration of Halloween. If you are looking for somewhere to go, it shouldn’t be too difficult to find a party sponsored by beer or spirit companies offering great cocktail deals.

So, where ever you live or will be on that night, you now have some options of where you can go and how you will get there. However, most importantly, you still need some yummy themed drink ideas appropriate for the holiday. Below are a few recipes that won’t spook you away.

Scream Soda
 

1 1/4 oz. Captain Morgan Original Spiced Rum
 

5 oz. lemon-lime soda 

1 slice lemon (optional 

1 slice lime (optional)

Add Captain Morgan Original Spiced Rum and lemon-lime soda in tall ice-filled glass. Garnish with lemon and lime slices, if desired

(www.drinkoftheweek.com)

Who doesn’t like cider in the fall? Here is a great recipe for those of you who may decide to stay in on Halloween and enjoy some great festive cider:

1.5 oz. Jeremiah Weed Sweet Tea Flavored Vodka (25 oz. per bottle)
0.5 oz. Ketel One Citroen Flavored Vodka (25 oz. per bottle)
0.5 oz. apple schnapps
3 oz. apple cider
0.25 oz. cinnamon syrup

Preparation:
Combine all the ingredients in a shaker with ice
Shake well
Strain into an ice filled highball glass
Garnish with a lemon wheel, mint, and cinnamon stick (optional)

(www.thebar.com)

However, you choose to spend your Halloween whether it’s dressed up as a witch or even the Captain himself, GAP does not judge (we just want to see pictures). We hope you have a great time and please be responsible.

GAP PROMOTIONS RETURNS TO THE NBWA ANNUAL CONVENTION

We’re heading to Vegas, baby! The National Beer Wholesalers Association returns to Las Vegas October 16th through the 19th for its 74th Annual Convention and Trade Show and we couldn’t be more excited! 

This is GAP’s fourth time exhibiting at the NBWA and our second time at the Las Vegas show. This year’s event, at the renowned Caesar’s Palace, will feature keynotes from industry leaders such as President and CEO of MillerCoors LLC, Tom Long, and former CEO and President of Walmart, Lee Scott. The show will also include a huge floor accommodating over 250 booths. Industry representatives from across the country will descend on Las Vegas for this amazing opportunity to network with brewers and vendors, make new contacts and, of course, get together with old friends and colleagues.

The GAP Promotions team will return to Vegas with its iconic Black and Gold booth – we’ll be in the Octavius Ballroom in Booth 913. We’re all totally excited about this year’s booth which will feature a number of our favorite new displays, POS, and dealer loaders. Stop by and check out our Tailgate-themed displays, take a seat and catch some sports in our Man Cave, or join us in a game of foosball. Our talented team members will also be available, on site, to work with you to design your own custom display or rack!

Be sure to take advantage of our Complimentary Custom Plaque Program – your concept, designed, produced, and delivered free of charge! And, on your way out, pick up a GAP Promotions Cigar to enjoy during your stay in Sin City. We look forward to seeing you at the show!

Please enjoy Vegas responsibly.

SOCIAL MEDIA AND THE BEVERAGE INDUSTRY: A MATCH BREWED IN HEAVEN

Beer, wine, and spirits have strong social components and, not surprising, a large and growing connection with social media. These relationships go well beyond tweets and status updates reflecting a great night out on the town. We’re seeing that most of the key players in the industry are increasingly relying on social media to deepen connections with consumers. 

In 2010, LIFT9, reported that there are more than 7,000 wine tweets each day. In 2011, Palate Press reported 452 total wine-related iPhone apps. Wine word-of-mouth is made more powerful through mechanisms such as #winewednesday 

In the spirits world, Diageo’s Smirnoff has been said to be the number one beverage alcohol brand on Facebook, worldwide, and the company has attributed a 20% increase in sales to its Facebook activity. Altogether, Diageo brands had an astounding 12.6 million fans across Facebook in 2011. 

If you have a little Captain in you, you might be familiar with Diageo’s “The Captain's Island” campaign. This Facebook-based global competition was designed to strengthen the connection between the brand and the Captain's Crew (those who “liked” the Facebook page). The five keys that had to be collected in the contest could be gathered from special promotional packs, through online challenges and at experiential events. Crown Royal also has a campaign where once consumers “Like” their page, they can write a message to a member of the military that will be embroidered onto a special camo Crown Royal bag. 

Captain Morgan- The Captain's Island Commercial

New Belgium Brewing, best known for Fat Tire Amber Ale, has also taken full advantage of the social media trend and has an incredibly storing presence. In 2011, New Belgium was said to be perhaps the only true craft brewery to have over 100,000 fans on Facebook. The brewery focuses on engaging and empowering fans to take part in the brand experience while also providing them opportunities to participate and get involved on the local level. 

Blue Moon is also utilizing social media. They are calling for the consumers to share their ideas about what Blue Moon's next beer should be like. On Facebook, once you “like” the Blue Moon Brewing Company's page you are given the opportunity to answer questions about what you would like to see in the next Blue Moon beer. The interactive experience doesn't end there though, the user is also able to use a photo crafter. Here you can use your own pictures and make it look like a Blue Moon ad. Blue Moon is so invested in connecting with social media, when entering their web site they have a popup box regarding their “Next Blue Moon Beer” competition, if you want to share your ideas then you are linked directly to Facebook. Opportunities like this only come around, “Once in a Blue Moon”. 

Here at GAP we are no stranger to social media so… Follow us on Twitter. Like us on Facebook. And please post post responsibly.

Lift9 

Palate Press

ZDNet

Mashable