Diffordsguide media info

Established in 2001, diffordsguide is a brand of drink related guide books, mobile applications and the website you are currently reading 'the home of discerning drinkers'. Published by Odd Firm of Sin - the name is an anagram of Simon Difford, who heads up the firm and heads a team of specialist drinks writers, bartenders, photographers, web developers and graphic and digital designers.

diffordsguide.com is free-to-access and aimed at 'discerning drinkers' world over - whatever side of the bar counter they stand on.

Formerly known as CLASS magazine, the world's original magazine of its genre and the most influential. Diffordsguide.com now brings you daily content with international content in English. Translated editions with localised content are currently under development.

Aimed at 'discerning drinkers' content is focused on the interests of high-end cocktail bartenders, spirits and cocktail enthusiasts. With 500,000 page views per month, the website ranks in the top 6000 in the UK.

Diffordsguide.com traffic

diffordsguide.com is one of the most-visited websites in the world. It is ranked by Alexa.com in the world's top 100,000 websites (and within the UK's top 4,000 sites) with 50,000 visits and 200,000 page views per month.


The sheer quality and quantity of content on diffordsguide.com, as well as daily changes drives our impressive traffic figures. We have not engaged in search engine optimisation or paid-for search. Our traffic is purely organic.

According to www.alexa.com audience statistics, diffordsguide.com attracts an audience aged 25-44 and is slightly weighted towards male users. Our audience tend not to have children and we assume are bar-goers.


The following website ranking is according to www.alexa.com (on 29-May-2011).


google.com #1
facebook.com #2
thewhiskyexchange.com #38833
liquor.com #79534
worldsbestbars.com #80616
diffordsguide.com #101426
smirnoff.com #131420
jancisrobinson.com #132093
bacardi.com #166988
thedrinksbusiness.com #215965
imbibemagazine.com #304265 (USA publication)
harpers.co.uk #368510
cocktail.uk.com #396603
cocktaildb.com #633265
intoxicologist.wordpress.com #634114
cocktailtimes.com #761248
thecocktaillovers.com #1011574
imbibe.com #1116456 (UK publication)
drinkboy.com #1318636
dwink.com #1695375
barlifeuk.com #1839796
barbizmag.com #1873689
ginandtales.com #2524061
pourfection.com #3552112
drinkology.com #3704672

Submission of samples for review

In both our print and digital editions we are particularly keen to review NEW brands of spirits, liqueurs, vermouths, sparkling and fortified wines. This includes line extensions or changes to existing products.

Please email press releases, images (bottle shots against a white background) and as much information as possible to simon@diffordsguide.com and send duty paid tasting sample to: Odd Firm of Sin Ltd, 1 Futura House, 169 Grange Road, London, SE1 3BN, England.

Banners (online)

From just £2000 per 2weeks: we offer two existing styles of banner advertisement on diffordsguide.com but we are happy to tailor a space to suit your needs.

Our Leaderboard measures 728 x 90 pixels; our Wide Skyscraper measures 160 x 600. Each of which should be no more than 40kb, and if it's animated, then no more than 15 seconds long please.

Distillery feature (online & print)

Whether online or in print, we pride ourselves on our incredibly in-depth distillery features. These typically cover the full history of a brand and its production with as much technical information as each distillery is prepared to disclose, plus full reviews and tasting notes of all the products produced in that distillery.

Sponsored distillery features include:

  • Personal visit to distillery, editorial and photography by Simon Difford.
  • Option to run online and/or in diffordsguide publications.
  • Full review by Simon Difford to include history, production and full range.
  • Photography, copy (usually 2,000 words plus) and layout by Odd Firm of Sin Ltd all inclusive price (excludes travel expenses).
  • Prices reflect time commitment and are exclusive of travel and accommodation expenses.

Terms & Conditions

Distilleries only featured as 'sponsored editorial' and we agree to run such pieces if 'sponsored editorial' is just that, i.e. we (Odd Firm of Sin Ltd) retain full editorial control and our house-style is never compromised.


Naturally, we give the sponsor the opportunity to approve content before running pieces to ensure factual accuracy. However, we retain the right not to allow changes we consider contravene our editorial style or convictions. We have yet to experience this, but in such cases the sponsor may decide to withdraw sponsorship – the piece will not run and we will only bill for associated expenses. However, with proper up-front exchange of information and views, non-publication is highly unlikely.


Prices


UK distilleries digital edition: £2,000 with print edition £4,000
European distilleries digital edition: £3,000 with print edition £6,000
Rest of the world digital edition: £4,500 with print edition: £7,000

Master distiller / Master blender interview

Master distillers/blenders are extremely talented people and many have a life-time of experience in the drinks industry. Such knowledgeable characters make superb interviewees, both filmed for screening on diffordsguide.com

Simon Difford or Ian Cameron to interview Master Distiller or Master Blender.


  • May be run online and/or in print edition.
  • Transcript published alongside side photograph of ‘master’.
  • Photography, filming, copy and layout by Odd Firm of Sin Ltd are all inclusive, but travel expenses are exclusive of these costs.

Terms & Conditions

Interviews with Master Blenders are only featured as 'sponsored editorial' and we agree to run such pieces if 'sponsored editorial' is just that, i.e. we (Odd Firm of Sin Ltd) retain full editorial control and our house-style is always not compromised.


Naturally, we give the sponsor the opportunity to approve content before running pieces to ensure factual accuracy. However, we retain the right not to allow changes we consider contravene our editorial style or convictions. We have yet to experience this, but in such cases the sponsor may decide to withdraw sponsorship – the piece will not run and we will only bill for associated expenses. However, with proper up-front exchange of information and views, non-publication is highly unlikely.


Prices


UK filmed digital edition: £2,000 with print edition £3,000
European filmed digital edition: £3,000 with print edition £4,500
Rest of the world filmed digital edition: £4,500 with print edition: £6,000

Cocktail competitions (print & online)

Our editors have vast experience in judging cocktail competitions, from individual brand competitions on single days to those than run over several months, involving multiple brands and challenges. We've been the chosen media partner for Diageo Reserve's World Class cocktail competition since 2009. We are happy to supply rules and score sheets, and even facilitate bartender submissions.

Sponsored Editorial - Cocktail Competition

  • Sponsoring brand heavily featured in editorial and photography.
  • Attendance and judging by either Simon Difford or Ian Cameron accompanied by a photographer.
  • All competitors and their cocktails pictured with accompanying recipe. (One cocktail per competitor.)
  • May be run online and/or in print edition.
  • Maximum of 18 competitors (three competitors to a page in print magazine).
  • 4 to 8 pages coverage in print magazine depending on number of competitors.
  • We are happy to supply customised rules and judging sheets.
  • Photography, filming, copy and layout by Odd Firm of Sin Ltd all inclusive price plus travel expenses.

Terms & Conditions


Cocktail Competitions are only featured as ‘sponsored editorial’ and we agree to run such pieces if ‘sponsored editorial’ is just that, i.e. we (Odd Firm of Sin Ltd) retain full editorial control and our house-style is always not compromised.


Naturally, we give the sponsor the opportunity to approve content before running pieces to ensure factual accuracy. However, we retain the right not to allow changes we consider contravene our editorial style or convictions. We have yet to experience this, but in such cases the sponsor may decide to withdraw sponsorship – the piece will not run and we will only bill for associated expenses. However, with proper up-front exchange of information and views, non-publication is highly unlikely.


Prices


UK competition print edition £4,000
European competition print edition £6,000
Rest of the world print edition: £7,000

Cocktail feature

We, and our readers, love cocktail recipes and features that list cocktails made with a specific brand are popular on diffordsguide.com

Cocktail Features

  • All cocktails created/tried and tested by Simon Difford.
  • Studio photography included and licensed for all international usage.
  • All cocktails pictured with accompanying recipe.
  • May be run online and/or in print edition.
  • 4 to 8 pages coverage if featured in print magazine depending on number of cocktails.
  • Sponsoring brand heavily featured.

Terms & Conditions

Brand specific cocktails featured are run as ‘sponsored editorial’ and we agree to run such pieces if ‘sponsored editorial’ is just that, i.e. we (Odd Firm of Sin Ltd) retain full editorial control and our house-style is always not compromised.


Naturally, we give the sponsor the opportunity to approve content before running pieces to ensure factual accuracy. However, we retain the right not to allow changes we consider contravene our editorial style or convictions. We have yet to experience this, but in such cases the sponsor may decide to withdraw sponsorship – the piece will not run and we will only bill for associated expenses. However, with proper up-front exchange of information and views, non-publication is highly unlikely.


Prices


Digital edition: £2,000 with print edition £4,000

Design & Photography services

Bar owners: we can photograph your bar in our trademark diffordsguide style from just £550 a bar.


Brand owners: we can produce anything from a neck hanger to a hardback book, can photograph your cocktails from £30 each, your bottle for £75 or video your brand ambassador in own HD video-equipped studio bar for just £750. We also have a full online photo library which we can give you direct access to.

Cocktail 'category ingredient' sponsorship

Cocktail sponsorship on diffordsguide.com and in diffordsguide-branded books and mobile applications gains exposure in both the high-end on-trade and consumer arenas globally.

Sponsorship of an ingredient category is only open to one brand per category, and more importantly only to brands we like and respect. As we are, in effect, recommending the sponsoring brand we must be comfortable that the product is worthy of such a recommendation.

Sponsorship of diffordsguide Cocktails by a brand spans all media, specifically diffordsguide Cocktails books, the main cocktail area of diffordsguide.com and all ‘diffordsguide’ branded mobile cocktail applications published/released during the sponsorship period (usually 12 months).


The sponsorship package spans all media and includes the following:


Your brand specifically www.diffordsguide.com/Cocktails


Presently we have over 2,800 cocktail recipes loaded onto diffordsguide.com, making this one of the largest cocktail databases in the world. It is the only cocktail database with a photograph accompanying every single cocktail and has more historical information regarding the origin of each cocktail than any other website or book.


  • named as an ingredient in cocktails on our extensive cocktail database. E.g. all vodka cocktails use ‘Ketel One vodka’.
  • An image of your bottle appears above each recipe, providing excellent brand exposure.
  • Soon to feature the ability to click on the bottle directing visitors to your website or our information page on your brand.
  • From time to time your brand will appear on our “Drink of the Day” home page to include a bottle photograph.

diffordsguide Cocktails #10 Book


  • Your brand specifically named as an ingredient in cocktail recipes within this book. E.g. all vodka cocktails use ‘Ketel One vodka’.
  • An image of your bottle and brand information listed in ingredients appendix.
  • Published annually this book is the ultimate cocktail guide used by top bartenders around the world, predominantly the US and UK.
  • Cocktails #9 sold approximately 10,000 copies in the US and approximately 6,000 in the UK.
  • The next edition, Cocktails #10, will be our biggest ever book containing over 3,000 cocktails and is due to be printed in September 2011, in time for Christmas sales.
  • New to diffordsguide cocktails #10 will be molecular cocktail recipes with easy-to-follow instructions explaining the techniques used in this more scientific approach to bartending.

diffordsguide Cocktail Apps for Smartphones and Tablets


  • Your brand specifically named as an ingredient in cocktail recipes within the app. E.g. all vodka cocktails use ‘Ketel One vodka’.
  • Recently voted as the best drinks app in the Sunday Times Top 500 Apps of the World supplement (a leading and well-respected national UK newspaper).
  • In excess of 20,000 diffordsguide apps are sold per year.
  • The diffordsguide Cocktail app allows consumers to build their own virtual cocktail cabinet to reflect bottles they actually have in their home or bar. The app will then display cocktails made only using products they have placed in their virtual cabinet.
  • Cocktails #10 the app is due to be released to coincide with the new book launch.
  • Our apps are available on iPhone, iPad and Android platforms.

Contacts

Publisher & Editor: Simon Difford (simon@oddfirmofsin.com)
Deputy Editor: Ian Cameron (ian@oddfirmofsin.com)
Art Director: Dan Malpass (dan@oddfirmofsin.com)

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