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Energy Bomb in a Bottle
Caffeinated Schapps Line Aims to Open Eyes
It goes without saying, but let’s say it anyway: The market for shooters and bombs has, well, exploded.
“You cannot walk into a bar or club and not see a bartender pouring
some sort of bomb,” says Lori Logan, marketing manager for Barton
Brands Ltd. “It’s a huge part of what the crowd is drinking right now.
It takes a few steps to make them the traditional way, so we thought
we’d put them all in one bottle.”
Bombs Away
What Logan means by putting the steps into one bottle is
that Barton’s new line of schnapps, Wide Eye, puts the caffeine right
into the schnapps, mooting at least one step of energy drink-oriented
bombs.
The Wide Eye line features three flavors, which are Pomegranate
Spice, Mango Chili and Cherry Bomb (a cherry cola flavor profile).
Barton tested eight different formulas with consumers to arrive at the
three choices, Logan says.
While Logan says bartenders are incorporating the Wide Eye flavors
into cocktails, Wide Eye was created to be a shooter in and of itself,
and that, Barton believes, will be its claim to fame.
Marketing
It will come as no surprise that this caffeinated bomb-in-a-bottle
is targeted toward socially active 21-30-year-old urban males.
A heavy consumer print campaign began last month. Ads in
publications to fuel consumer demand for Wide Eye include placement in
Stuff magazine (in its final issue), Spin, Blender, Maxim, Men’s
Health, Rolling Stone and ESPN the Magazine over the next five months.
Nine markets also will see outdoor advertising.
Barton also will be following through with bartender training and sampling nights. |
