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Diageo has set a course across Asia aboard a luxury yacht in a new marketing initiative.

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In an effort to win over the affluent in Asia, the company will use a luxury yacht that will set sail from Shanghai and travel to Taiwan, Hong Kong, the Philippines, Vietnam, Thailand, Singapore and India. At each port, the yacht will be docked for about five days, during which time it will be the setting for a series of events, from large-scale parties to one-on-one conversations with whisky experts.

Asia is one of Diageo’s big focus areas in 2012, and the latest campaign underscores that. Here’s why: Emerging markets account for 40 per cent of its business, with Asia growing in double digits in fiscal 2012; Southeast Asia by itself is up 15 per cent, while greater China follows at 13 per cent.

“We are confident that our investment is reflective of our commitment to this region,” James Thompson, Diageo Asia-Pacific’s chief marketing officer, said when asked about his marketing budget.

This is the first time Diageo has undertaken an initiatve like this, and the company might take the event to Europe as well, Thompson said.

For Diageo, marketing and advertising in the region is about promoting a culture of scotch-whisky drinking to an audience that has only just begun to consume its spirits. Thompson said the company focuses its luxury marketing efforts in Asia in three areas: influencer engagement, physical spaces and engaging people in a unique way.

“What that means is that marketing campaigns have no choice but to be integrated across previously isolated disciplines and available for consumers to engage with on their terms, and not the marketers,’”he said.

Last year, the spirits company opened its first Johnnie Walker House in Shanghai with the aim to guide up-traders on its brands and heritage.

“The luxury market in Asia-Pacific is booming, and for the first time, there are more millionaires in this region than there are in Europe and North America,” Thompson observed. “The new generation of luxury spirit connoisseurs in this region are different from their predecessors in the way they engage with luxury brands.”

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Holiday Inn to serve alcohol-flavored waffles for breakfast.

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Holiday Inn Express of Stony Brook is celebrating National Waffle Day by serving alcohol flavored waffles complimentary to all guests and patrons tomorrow, August 24th, 2012. Star Industries of Long Island, owners of Georgi, will be introducing the first ever waffle-flavored vodka.

Waffles are one of the most popular breakfast foods in the world. The Holiday Inn Express breakfast buffet has been a traditional treat for travelers and guests.

According to Denean Lane, General Manager of the Holiday Inn Express Stony Brook, “We are pleased to serve waffles alongside waffle-flavored vodka as long as the patron is over 21 and it is consumed in the bar/lounge area of a hotel.”

The introduction to the new breakfast item from Georgi will take place Friday, August 24, 2012 at 9:00 am at the Holiday Inn Express Stony Brook, 3131 Nesconset Highway, Stony Brook, New York.

“In honor of National Waffle Day, we came out with a new waffle-flavored vodka,” says Martin Silver, President of Star Industries, which owns Georgi vodka. “Georgi is four times distilled and made in the United States of America and it tastes just like waffles. What better place to kick off our product than a place like Holiday Inn Express where travelers coming from all over our great country can try it?”

In addition to making a fun addition to breakfast, Georgi has concocted a number of waffle-inspired cocktails including the signature waffle-tini – the drink over ice, served with a mini waffle garnish on the rim of the glass.

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Holiday Inn to serve alcohol-flavored waffles for breakfast.

Posted on

Holiday Inn Express of Stony Brook is celebrating National Waffle Day by serving alcohol flavored waffles complimentary to all guests and patrons tomorrow, August 24th, 2012. Star Industries of Long Island, owners of Georgi, will be introducing the first ever waffle-flavored vodka.

Waffles are one of the most popular breakfast foods in the world. The Holiday Inn Express breakfast buffet has been a traditional treat for travelers and guests.

According to Denean Lane, General Manager of the Holiday Inn Express Stony Brook, “We are pleased to serve waffles alongside waffle-flavored vodka as long as the patron is over 21 and it is consumed in the bar/lounge area of a hotel.”

The introduction to the new breakfast item from Georgi will take place Friday, August 24, 2012 at 9:00 am at the Holiday Inn Express Stony Brook, 3131 Nesconset Highway, Stony Brook, New York.

“In honor of National Waffle Day, we came out with a new waffle-flavored vodka,” says Martin Silver, President of Star Industries, which owns Georgi vodka. “Georgi is four times distilled and made in the United States of America and it tastes just like waffles. What better place to kick off our product than a place like Holiday Inn Express where travelers coming from all over our great country can try it?”

In addition to making a fun addition to breakfast, Georgi has concocted a number of waffle-inspired cocktails including the signature waffle-tini – the drink over ice, served with a mini waffle garnish on the rim of the glass.

20120905-232914.jpg