sharp'ner
imagine this word in a thick british accent (pronounced shop' nuh). i learned the other day what this little (british) english word means.
part of my job involves going to "kick-offs," in which a supplier either introduces a new product or re-launches (re-markets) an existing one. the last such kick-off was hosted by the supplier that represents malibu rum, kahlua, and beefeater gin (among others). malibu and kahlua both introduced new flavors (banana, and french vanilla and hazelnut respectively), and beefeater has a new package.
beefeater's new marketing plan includes a change in target market: they are going after a younger crowd. one of their marketing gems is this "sharp'ner." so what is it?
everyone is familiar with the "happy hour." well, apparently in england, they are way bigger commitment phobes than we are, and instead of committing to an entire "hour" somewhere (not that all of us americans literally do this), the brits do more of a bar hop/pub crawl thing, and stay at each place for one drink or so, a "sharp'ner" (dovie and heather, can you confirm?); at least this is what the marketing ploy is. so the supplier is spending tons of money on this "sharp'ner" theme.
i'm intrigued, and it should be really interesting to see if this catches on.