Interscope Records, Drinks Americas announce union
A record label from Universal Music Group and beverage manufacturer Drinks Americas Holdings Ltd. announced a partnership to create a range of celebrity-branded alcoholic and non-alcoholic beverages, according to The Wall Street Journal
Wilton, Conn.-based Drinks Americas is home to Donald Trump’s vodka, Paul Newman-branded juices and Willie Nelson’s bourbon brand. The company is partnering with UMG’s Interscope Geffen A&M imprint to develop licensed beverage brands featuring artists on Interscope’s roster.
Santa Monica, Calif.-based Interscope Geffen A&M’s lineup boasts popular artists like Sheryl Crow, Gwen Stefani, Enrique Iglesias, Eminem, 50 Cent and others.
“Drinks Americas has done an incredible job of connecting icons with a new audience. They open a new lane for us and our roster of talent,” Interscope Geffen A&M President of Marketing and Sales Steve Berman said in a statement.
The partnership between Interscope Geffen A&M
is partially in response to the music industry’s sales slump – the music industry is now searching beyond itself to generate revenue.
With the proliferation of the digital music age, file sharing and the like, record labels both large and small have taken steps to keep cash flowing.
“There is a large opportunity here for both companies to generate substantial incremental revenue and profits and create valuable assets for both companies,” Drinks Americas Chief Executive Officer J. Patrick Kenny said in a statement. “Our partnership provides us with a marketing platform to drive awareness of our premium icon brands through events … and other countless ways that cut across all media forums.”
A spokesperson for Drinks Americas told WinmoEdge that the actual beverages and the celebrities it will represent have not been decided on yet, as much of the partnership is still in development. Interscope will be handling the marketing and negotiations for the beverage brands.
According to The List database, Brooklyn, N.Y.-based Deep Focus has been Interscope’s agency of record since 2005.
According to Nielsen Monitor-Plus, the company spent about $5.1 million on measured media in 2006. About $2.8 million was put toward national magazine ads, about $1.7 million on cable television and about $200,000 on spot television.
With decisions still up in the air, firms with branding and design experience should step in to formulate how these co-branded beverages should appear to consumers. The companies are looking to make a splash with these drinks, so agencies with event marketing, promotions, guerilla marketing or other buzz marketing initiatives may also be able to score project work in the future. Before approaching, be sure that your agency has plenty of experience in beverage marketing and the music industry. Firms with strong expertise marketing to kids (for the non-alcoholic beverages) should focus in on creating innovative ways to connect through after-school program and community involvement sponsorship and interactive blogs.