Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


By Published on .

Domecq Importers is stirring up a new California version of its successful Beefeater gin marketing campaign starring hip bartenders.

The unit of Allied Domecq Spirits & Wines plans to carry the nearly year-old campaign to Los Angeles and San Francisco, spending $5 million overall on the effort next year. The campaign currently is in New York and Miami.


As in the other cities, Domecq will be using bartenders from trendsetting clubs to pitch the brand-and original cocktails-in ads in local publications.

The half-page ads are complemented by a national print schedule. Mezzina/Brown, New York, handles Beefeater.

"We're targeting accounts of cultural influence," said Gary Clayton, marketing director for Beefeater.

Domecq is trying to boost on-premise consumption of Beefeater, which experienced a 3.1% drop in sales to 630,000 cases in 1996, according to Impact. The effort has boosted bar and club volume, and the distiller is hoping to post a 2% to 3% increase overall this year, Mr. Clayton said.


The effort is pitched at people ages 25 to 35 caught up in the retro-lounge culture. The campaign includes tastings and specials at the highlighted bars and clubs.

In addition to expanding to California, Domecq is boosting its New York effort to include 70 bars, up from 15.

Domecq has significantly dialed up ad spending for Beefeater this year, according to figures from Competitive Media Reporting. It spent $807,000 on the brand during the first three months of 1997, up from nothing in the year-earlier

Most Popular
In this article: