Do low alcoholic drink options compare?

New Year’s resolutions, (especially as an attempt to cut down our drinking consumption) are a bit like babies. They are fun to make but extremely difficult to maintain. As consumers look to embrace a healthier lifestyle this year and our MPs give guidance on alcohol intake, the channel growth for premium quality, lighter style alcoholic drink options is set to increase in 2012.

As most experts within the drinks industry would agree, implementing change to a traditional-minded sector is never without risk, especially within the off-trade. But as an active supporter of Drinkaware, it’s good to see that Sainsbury’s has taken on the challenge with a move to increase Responsible Drinking this year. 

As a collaborative initiative, Sainsbury’s is working with Drinkaware, Diageo and Heineken with the aim of giving consumers a better understanding of alcohol units and calories across a wide range of wines, beers and spirits which will also include sampling, enabling customers to try lighter wines and alternative serve sizes of spirits and beer. Aiming to double sales of lighter alcoholic wine by 2020, Sainsbury’s responsible drinking campaign will highlight the variety of lighter style wines that are available (abv of 10.5 or less).

But do these low alcoholic options compare? Honestly, yes. It’s a great alternative to its big brother and bound to appeal to an increasingly health conscious and savvy consumer.

Posted by Shelly Murphy

Phipps clients win at the Green Awards!

Monday night saw the Drinks Business hold its annual Green Awards, which were held this year at one of London’s coolest new bars, The Folly, in the heart of the city. With two of our clients up for awards –Cono Sur for ‘Best Green Company’ and Sainsbury’s for ‘Best Green Retailer’ – we made our way through rush hour traffic to join the great and the green from across the trade for the much anticipated announcement of this year’s winners.

The calibre of the nominees was exceptional as ever, with strong competition for Cono Sur coming from British brewery Adnams, following their ‘road to sustainability’ campaign and renewable gas achievements in 2010. Impressive as Adnams were, the judges could not ignore the huge environmental achievements of Cono Sur in 2010 and they were announced as the winner, much to our delight (not to mention that of Cono Sur’s brand manager, Nicola Hale!)

There were more whoops still to come from the Phipps team when five minutes later, Sainsbury’s was awarded the Green Retailer of the Year award!  This was a much deserved win and the Sainsbury’s team in attendance were thrilled to have been recognised by the trade for the great lengths they have gone to over the past year to address green issues. 

So with the night proving to be a great start to the awards season for Phipps’ clients, we’re keeping our (green) fingers crossed for more awards later in the year!

Posted by Lucy Richardson

Delay your diet to 15th January!

According to expert psychologist Dr. Linda Papadopoulos and nutritionist Charlie Parker, January 15^th is the best day for Brits to begin their diets in January. They were talking on air for Phipps client Sainsbury’s Diets to help give the public their top tips for switching to a healthier lifestyle in 2011. Dr. Linda and Charlie chatted to 23 radio stations, giving them helpful advice such as starting a diet on a date that is best for you and not following any strict or limiting ‘faddy’ diets.  At Phipps we are all set to be a little bit leaner and meaner this year so watch out!

Posted by Rachael Everitt

Festive Baking SOS with Sainsbury’s

With an extensive, new and improved baking range in store Sainsbury’s tasked Phipps to position the retailer as the authority on home baking.

Phipps discovered that festive baking disasters are costing the nation £30 million a year.  To pre-empt wasted ingredients and restore confidence in Christmas baking Sainsbury’s launched the first ever Baking Hotline on Stir up Sunday, the traditional day to bake Christmas treats.

On the day the Hotline was manned by an expert baking panel including Dan Lepard, Sainsbury's Magazine's Sarah Randell, Great British Bake Off runner up Ruth Clemens, Netmums home economist Lucy Chahil and Liz and Kate from the Sainsbury's Try Team.

After seeing PR coverage in the lead up to Stir up Sunday (in Metro, the Sun and the Daily Mail to name a few) the British public rang in, tweeted and posted their baking disasters for the panel to respond to. From sponges that wouldn’t rise to fruit cakes that were too dry, the panel had plenty of practical advice and helpful tips.

Visit www.facebook.com/sainsburys for the Baking Hotline panel’s top hints and tips this Christmas.

Posted by Gemma Hood

Plastic Fantastic Fashion for Sainsbury’s

To raise awareness of Sainsbury's free ‘Bag for Life’ giveaway in store on Saturday 6th November, and a week-long double Nectar points campaign for every time a bag is re used, we arranged a shoot of this amazing ball gown made from recycled carrier bags in Sainsbury’s Islington store.

Modelled by employee Shanice Bailey Farrell, the dress designed by Adnan Bayyat certainly stood out!Our picture story secured coverage in The Sun, Metro, Telegraph online and the Manchester Evening News.

The specially designed dress will also be on loan to the Gallery of Costume in Manchester from November as part of an installation highlighting the beauty of reusing everyday items.

Posted by Lynne Shirley