Dead Crow on pack offers NME Awards tickets
Monday September 22, 2014 at 4:36pm
Dead Crow, the spirit-flavoured beer brand, has been named as the official and exclusive beer sponsor for the NME Awards 2015. Dead Crow is also giving consumers the opportunity to win five pairs of tickets to attend the iconic NME Awards ceremony via a competition which will be featured in an on-pack promotion rolling out this autumn. The partnership – which climaxes with the bourbon-flavoured and rum-flavoured Dead Crow beers having a high-profile presence at the NME Awards ceremony at London’s O2 Academy Brixton in 2015 – will also encompass a host of other exciting opportunities leading up to one of the biggest and most prestigious events in the music industry’s calendar. The Dead Crow NME partnership support package will feature a combination of digital, print, sampling and promotional activity which kicks off with Dead Crow branding being featured in the six-month series of NME Basement Sessions which will be filmed and posted on www.NME.com and NME’s YouTube channel, as well as being publicised in the print and digital versions of the weekly NME magazine until January 2015. Mark Hopper, head of innovation and development at SHS Drinks, says: “The partnership with NME provides us with a fantastic opportunity to accelerate awareness and trial of Dead Crow and establish strong credibility for the brand amongst 18 to 25-year-old consumers. Now that we have established good levels of distribution, the scope of the NME activity enables Dead Crow to reach music-savvy consumers via a wide variety of key touch-points – online, on their mobile phones, in print, in venues, and on-pack.” Hopper adds: “This partnership will help spread the word, open up further opportunities to sample Dead Crow, and reinforces the brand’s association with the lifestyle of these consumers, who will also be given the chance to win the ultimate prize of much coveted tickets to the star-studded NME Awards ceremony.” Following the launch of Dead Crow in January 2013, SHS Drinks embarked on Phase 2 of the development of its spirit-flavoured beer range in April this year when it announced its plans to unite its two bourbon- and rum-flavoured variants under the Dead Crow brand name. The two lines have generated £1.3 million-worth of sales since launch, and have made a significant contribution to the development of the ‘speers’ (spirit flavoured beers) sub-category which has grown by 78% over the past 12 months and now generates sales in excess of £140 million a year across the on-trade and take home markets.