Top drinks marketing campaigns and news stories: August

UK government to plug English fizz, Welsh whisky and Johnnie Walker in Japan

The UK government will try to raise the demand for English sparkling wine and gin overseas during the Rugby World Cup in Japan this month.

The British Embassy, British Consulate-General and the British Council in Japan are launching a major, year-long campaign next month to promote collaboration between UK and Japanese businesses as Brexit looms.

The campaign, called UK in JAPAN 2019-20 was first announced when Prime Minister Abe visited the UK in January this year, and has been organised in the hopes it can “strengthen the bilateral relationship” between the two countries further and “deepen our partnership as forward-looking global leaders.”

As part of the initiative, UK produce will be showcased at a “Food is GREAT Gallery” at three Rugby World Cup host cities for Home Nation’s games, “giving Japanese consumers a taste of Britain,” according to a statement.

A DEFRA spokesperson told the drinks business that a number of UK businesses are partnering with the government on the promotion, from English wineries to drinks giant Diageo.

Estates taking part in the campaign include Portsmouth’s Hambledon Vineyard, Gusbourne Estate in Ashford, Kent, and Sussex-based Ridgeview Estate.

When it comes to spirits,  Bruichladdich Distillery in Islay, Scotland, will supply both whisky and its Botanist Gin, while Surrey-based winery Albury Estate will also supply its own gin label, Silent Pool.

Other spirits producers taking part include Cotswolds Distillery, Penderyn Distillery and Aber Falls in Wales, and Diageo, which will supply its blended whisky label, Johnnie Walker.

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