MEDIA MARKETING:ADVERTISING ALCOHOL products in the State's media has become more difficult with the introduction of new measures to control alcohol marketing, communications and sponsorship.

The restrictions present a marketing challenge for brands like Bushmills whiskey to grow market share against entrenched incumbents, though print media has reason to be cheerful.

Advertising of beers and spirits is subject to a range of regulations and codes. All alcohol advertising must be cleared as suitable for use by an oversight body and a significant element of the new codes is that drinks advertising will be limited to no more than 25 per cent of space or time on any occasion across all media.

In addition, alcohol advertising on the State's television stations will not be permitted unless adults make up 75 per cent of viewers, as opposed to 67 per cent currently.

No drinks ads at all are to be allowed on breakfast TV shows on RTÉ and TV3. Spirits advertising is banned on the State's TV channels.

These restrictions do not apply to international TV channels broadcast into the Republic - virtually all the cable and satellite channels - so media planners targeting the State's young consumers are free to buy space on UTV, Channel 4 and Sky.

Bushmills is ramping up its advertising activity using national press, billboards and bus shelters.

With the tagline "The Daddy of Whiskies", the strategy focuses on the brand's heritage.

Bushmills is distilled in Northern Ireland and has always been a secondary player in the South. According to Ann Mulcahy, head of marketing, 480,000 bottles a year are sold in the State.

More than 4.7 million litres of Irish whiskey were sold in the State last year, with Jameson, Powers Gold Label and Paddy all in the top 10 spirits brands.

Says Mulcahy: "When we bought Bushmills, its global sales had been static at about 400,000 cases for the previous 20 years. In the past three years we have added 150,000 cases to worldwide sales. Our ambition is to double sales worldwide and in Ireland within three years."

Diageo research indicated that that their target customer - men in their 30s - had little or no awareness of Bushmills.

Mulcahy says: "Our challenge is to make people aware of the brand. Our 400th birthday is a good hook to kick off the marketing push."

Dave Winterlich, managing director of Diageo's ad agency Carat, says the new advertising curbs will limit his options for advertising on posters. Under the new code, no outdoor alcohol advertising can appear within 100m of a youth club, scout or girl-guide venue. The restriction already applies to schools.

Winterlich says there is no temptation to spend money on UK-based channels to reach a relatively small number of viewers in the Republic.

Winterlich is using press advertising for the latest Bushmills campaign. He said: "Using newspapers and magazines allowed us to tell the strong brand story of Bushmills in a much more personal way than other media allowed. Press can be a much more engaging medium with the more discerning customer we are looking for."

Jack Teeling, sales and marketing director of Cooley Distillery, has nothing like the marketing budgets of Irish Distillers or Diageo.

Cooley relies heavily on sampling, backed up by some magazine advertising.

Says Teeling: "It is very difficult for a new brand to break into the whiskey market in Ireland. Unlike overseas markets, there is entrenched brand loyalty and the percentage of shelf space allocated to whiskies is very small.

"However, things have started to change. More and more younger people are beginning to drink whiskey."

Bord Gáis campaign

Competition in the electricity supply market is about to heat up with the launch of a €1 million advertising campaign next week by Bord Gáis Energy Supply.

The campaign, which will run for the next five months, is the first major advertising programme by Bord Gáis Energy Supply to target business customers since it entered the electricity market in 2001.

Built around offers that promise discounts on competitors' rates, the ads were created and produced by the ad agency DDFHB and will run online and across radio and the press.

Bord Gáis supplies 10 per cent of the State's electricity and its customers include Glanbia, CRH, FBD and Clerys. Says Nicky Doran, head of marketing in Bord Gáis Energy Supply: "Research by Ipsos Mori for Bord Gáis Energy Supply indicates that 40 per cent of businesses have switched electricity provider at least once. There is a lot to play for."

siobhan@businessplus.ie