Independent Liquor’s market leading RTDs have 60 per cent market share led by Woodstock, Cody’s and Cruiser. And while these have made it to this position through solid below-the-line promotion, the company’s “Is it OK to crack a Woody” TV campaign has really hit the mark with the down-to-earth New Zealand guy, helping keep the Woodstock bourbon and cola at number one.

In keeping with the need to always be in touch with the market, the Woodstock brand has been refreshed and modernised, with a new look to bottles, cans and packaging and a clean and modern design. Colour coding helps customers to more easily find their favourite Woody in-store – with the spruce up compared by some to a new panel and paint job on their favourite wheels.

As an extension of the above-the-line activity, Woodstock has become the title sponsor of the Andy Booth Motorsport Team at the 2012 V8 SuperTourer Series. This puts the Woodstock brand right out in front, with branding on car, driver, transporter, signage, website and merchandise.

Cody’s is another bourbon and cola drink that 20-something guys and girls love. For the first time, Cody’s hits the TV screens with a high-profile campaign in 2012, complementing the Cody’s sponsorship of the D1NZ drifting series.

Vodka Cruisers have become another of the company’s true success stories. Once languishing in the market, some savvy, research-based marketing has seen them climb in the ratings with Cruisers becoming relevant and popular with the target consumer.

One of its best attributes from the company’s perspective is that it can be put into the market in a seemingly infinite range of flavours, with wide appeal. The brand is particularly ideal for innovative communications using social media such as Facebook and Twitter.

And from the customers’ viewpoint, it’s fashionable, cool, and totally appropriate for the carefree mood of the moment – witness the Cleo bachelor sponsorship which was the perfect fit for the target market.

RTDs represent 12% of the total liquor market in New Zealand. With this market continuing to grow, Independent Liquor goes into the future as the dominant player.