Mixing Cocktails

A good reference link about mixing cocktails. This may help if I decide to promote Glayva via an event of some kind.

http://cocktails.about.com/od/mixology/Mixology_The_Art_of_Mixing_Cocktails.htm

Mixology Events

Here is a good web link to a cocktail company offering a wide selection of services based around the highest standard of, up to date, innovative cocktails.



http://www.mixologyevents.co.uk/

Blogs/blogposts about mixology

12 Bottle Bar

"12 Bottle Bar was created with the simple goal of making classic cocktails accessible to the home bartender.  Despite having a voluminous liquor cabinet, home mixologist David Solmonson was continually frustrated by drink recipes that called for more and more esoteric ingredients.  His solution?  Create a fixed list of main ingredients – the twelve bottles – and present hundreds of classic and original cocktails that could be made from them."

http://12bottlebar.com/2011/03/18/black-velvet/

Salmon like the fish

"On Wednesday a friend invited me to a vodka mixology event in Santa Monica. A mixo-wha? A mixology is an event designed around bartenders mixing alcohol to make creative drink combinations. Mixology. Since this event was going to have music, art, and a mixing contest I was eager to go to. We went to the Santa Monica event in the series of The Art of Design Presented by EFFEN Vodka which sat nestled in the William Turner Gallery at Bergamot Station Arts Center. The gist of the whole night was that there were five teams made up of two bartenders who were vying to create a unique drink with EFFEN as the vodka and the common denominator. For each of the five teams, attendees were asked to vote on their favorite drink and put marbles (voting balls) into the EFFEN bottle of their favorite team. Easily understood right? Just wait."

http://salmonlikethefish.wordpress.com/2011/03/18/effen-in-public/

Big Parties/ Small Space

"As mixology becomes increasingly popular there are some many new drinks and combinations to try.  However, the classics haven’t fallen out of fashion.  These 5 cocktails might be old but they are still good!  If you can master making these guys, you’ll be able to experiment on your own to make a million fun variations."

http://bigpartiessmallspaces.com/2011/03/18/5-cocktails-you-need-to-know-how-to-make/

Mixology

Mixology is the exploration of mixing cocktail. A mixology is an event designed around bartenders mixing alcohol to make creative drink combinations

There have been a number of events held that offered classes in mixology around the country.

Over the past few months, wannabe mixologists have had the opportunity to hone their skills at a series of free Courvoisier Mix Masters masterclasses.
Held at a number of swanky bars around England, these classes have mixed professional tuition with the chance to get together in teams and design your own cocktails.

"Masterclass in Mixology | Courvoisier Mixology | Guardian.co.uk." Latest News, Comment and Reviews from the Guardian | Guardian.co.uk. Accesed on Web. 20 Mar. 2011. Available at http://www.guardian.co.uk/courvoisier-mixology/kro2-mixology-masterclass

Price Point

Ocado
£16.99
(£3.40 / 100ml)
Glayva Liqueur (500ml)

Asda

£17.37
(£3.47 / 100ml)
Glayva Liqueur (500ml)

Competitors

Glayva is a liqueur, a high alcohol and high sugar drink that usually has flavours added to it such as fruits, herbs and nuts. Glayva has many competitors in the liqueur market. Here i'll list a few of it's main ones.

Tia Maria
Tia Maria is a coffee liqueur made originally in Jamaica using Jamaican coffee beans.



Baileys
Baileys is an irish whisky and cream liqueur.



Disaronno Amaretto
Amaretto is an Italian sweet almond-flavoured liqueur.

Each of Glayva's competitors have a certain image that helps differenciate them. For instance, Tia Maria has a vintage/classical look with a modern twist. It's visual/advertisements reflect this.

Tia Maria :: Get Behind The Mask. Accessed on Web. 06 Mar. 2011. Avaiavle at http://www.tiamaria.com/

Liqueur's Recipe, Drinks' Recipe, Original Italian Cocktails with the Disaronno Amaretto - Disaronno.com. Accessed on Web. 06 Mar. 2011. Available at http://www.disaronno.com/

Baileys - Gateway. Accessed on Web. 06 Mar. 2011. Available at http://www.baileys.com/Gateway/

Glayva Competion

At the moment, Glayva has a competion going to win a winter break at Hotel du Vin in Edinburgh. A potential way to target their primary target audience could be through incentives, perhaps a Glayva drinking event. Glayva's positioning indicates to me that they could benefit from an awareness campaign of their ties to scotland. This could make them appear more cultured and could appeal more to the affluent consumer.

Glayva Ads

Glayva Research

"Origins

Glayva is a blend of the finest Scotch malt whisky and exotic ingredients from around the world.
Crafted by Edinburgh whisky merchant Ronald Morrison, the recipe remains unchanged from the day it was first created in 1947.
“Glayva” translates in Gaelic to “very good” – the words spoken by Morrison’s warehouseman upon tasting the liquid.

Awards

Glayva’s awards are testimony to the words of Morrisson’s warehouseman. Glayva has won the IWSC best liqueur trophy an unrivalled five times."

Ingredients
Glayva is a subtle fusion of exotic ingredients. From the finest Scotch malt whisky to Mediterranean tangerines and Far Eastern spices.
The full recipe is a closely guarded secret known only to Glayva’s Master Blender.
Effortlessly versatile, Glayva’s alluring flavour complements any mixed drink.

Recipes

Glayva and Apple

For the perfect spring time Glayva, pour pure pressed apple juice over Glayva and add ice.

1 part Glayva
3 parts pressed apple juice
Shake all ingredients over ice and strain
into a rock glass filled with ice.

Glayva and Lemonade

For the perfect summer time drink, pour lemonade over Glayva and add ice. Garnish with a fresh slice of lime.
For an extra twist add a dash of blackcurrent cordial

1 part Glayva
3 parts lemonade
Pour all ingredients into a tall pitcher filled with ice,
fresh lemon & lime. Stir slowly & serve in a high ball
glass filled with ice.

Glayva and Ginger Ale

For the perfect autumn time drink, pour ginger ale over Glayva and add ice. Garnish with a fresh slice of lime.

Pour one part Glayva into a high ball glass filled with ice. Top up with Ginger Ale & stir. Garnish with a lime wedge

Glayva and Cranberry

For the perfect winter time drink, pour
cranberry over Glayva and add ice.

1 part Glayva
3 part Cranberry juice
Shake all ingredients over ice and strain

Glayva. The Best Liqueur in the World™. Accessed on Web. 06 Mar. 2011. Available at http://www.glayva.com/default.aspx

Initial Action Plan

Research Glayva, it's history
Current Target Market
Advertisements
Research Competitors
Price Point
Brainstorm first ideas
Potential campaign formats, street sampling, events, etc
SWOT analysis
Concepts
Refinement
Customer profiles

Whtye and Mackay Brief - YCN