Market Watch, April 2016
core audience of consumers has gotten older and many are still loyal to us Thieme says But we have to get consumers in their 20s to discover the brand We want to switch our target group of drinkers without losing our core Focused FlavorsCream liqueurs havent been spared in this groundswell of change Baileys Irish Cream 21 a 750 ml bottle saw sales slip 3 percent last year to 121 million cases according to Impact Databank Brand owner Diageo has been quick to change up flavors where necessary Gone are Coffee Mint Chocolate and Biscotti Salted Caramel Vanilla Cinnamon and Chocolate Cherry remain in the portfolio joined by newcomer Espresso Crème in September We try to keep the range condensed to the most popular flavors says Baileys brand director Nicola Heckles It helps the retailer manage the shelf Meanwhile Diageo has also partnered with chef and TV personality Christina Tosi to reach more women aged 21 to 34 across a broad digital spectrum ranging from Facebook and Instagram to Pinterest Punch drinks have been getting increased attention lately and at Brown Forman Corp Chambord brand manager Sean Wachsman sees an opportunity The company touts its recipe for Punch Royale comprising Chambord Korbel Champagne and cranberry juice Were promoting it with brunch and targeting female millennials Wachsman says Hes also pushing the Margarita Royale in punch format incorporating Tequila Chambord and lime and pomegranate juices Surveys show that female millennials favorite flavor is raspberry and their favorite cocktail is the Margarita so the Margarita Royale can win big at the bar he adds Chambord has always competed against crème de cassis in the Kir and Kir Royale cocktails yet the latter seems to be holding onto its share of the market Manhasset New Yorks Lejay Lagoute USA which imports Lejay crème de cassis 30 a 750 ml bottle from Burgundys Dijon region is now APRIL 2016 MARKETWATCHMAG COM MARKET WATCH 51Venues such as Chicago based Dive Bar top experiment with bespoke creations like house made syrups and infusions The nautical bar offers a range of frozen drinks above left and sophisticated cocktails like the Guava Basil Cooler above right
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