Market Watch, November 2019

NOVEMBER 2019 MARKETWATCHMAG COM MARKET WATCH 85official shot of the NHL and started its Deer and Beer campaign while Grand Marnier continued its Live Grand ad campaign that launched in 2018 Many brands focused on large scale promotional events Campari hosted its annual Negroni Week during the last week of June and produced the Campari Red Diaries short film partnering with the New York Film Festival Aperol hosted a pop up at New York Citys Governors Ball and Branca USA participated in events across the U S including the Tales of the Cocktail in New Orleans Education has also taken a more prominent role particularly in the off premise Even Im intimidated by the liqueurs section says Larue There are so many different flavor profiles Its not like the vodka section where you can pick anything out and have a general idea of what it will taste like The typical retail liqueurs section can carry anything from Fireball cinnamon flavored whisky flavored whiskies are often grouped with the liqueurs to limoncello For consum ers it can be overwhelming to browse the shelves without a clear understanding of the offerings Years ago suppliers offered recipe booklets with their products and people would come in to buy say crème de menthe to make a grasshopper pie says Kreston Today those things arent really seen Customers arent educated about liqueurs They can google how to make liqueur cocktails but its less of an impulse thing Education on site would go a long way for liqueurs and would really help boost the category as a whole Coster of St Germain notes that many people dont know how to use the elderflower liqueur Were now focused on making sure that people understand what the product is and how to enjoy it she says The brand has been promoting the St Germain Spritz simply comprising the liqueur dry sparkling wine and sparkling water and encouraging customers to purchase a bottle and make the drink at home Most other brands are also touting approachable cocktail recipes In another tactic Branca USA has been busy promot ing food pairing suggestions Liqueurs fit very well into the picture when customers are thinking about food flavors pair ing and bringing something meaningful to their guests when theyre hosting says Branca USA CEO Steve Brecher Hamblin of the JW Marriot Los Angeles says bartenders play a fundamental role in the education effort She notes that most people associate Jägermeister with shots or Jäger Redbulls but that the liqueurs intention is actually to cleanse the palate after a meal Education is so important and people should know how they should be consuming these things she explains Campari works with a network of bartenders on how to best serve liqueur at venues and Kahlúa provides cold brew making kits to bartend ers who may not have the equipment to make coffee cocktails Teaching consumers about brand history has also become important Younger drinkers in particular are eager to learn stories in order to more personally relate to products Theres so much consumer interest in our history says Brecher Younger people are hungry for knowledge in the liqueur segment Jägermeisters Popkin has also seen increased interest in the brands history Jägermeister is iconic and has been around for so many years but it never really taught consumers about its history so now were doing something about that he says Similarly Kahlúas Gorczyca notes that not many people know that the cream liqueur brand has been around for over 80 years adding Were now working to tell people the product story and to create a deeper emotional connection between them and the liquid mwThe Aperol Spritz pictured comprising Aperol aperitif Prosecco a splash of soda and an orange slice is currently having a moment and its popularity has led to a notable rise in Aperol sales the label skyrocketed by 60 last year to deplete 160000 cases CORDIALS LIQUEURS MARKETIN THE U S 1978 2018 millions of 9 liter case depletions Calendar YearsSource IMPACT DATABANK 2019 1416182022 18 13 08 03 98 93 88 83 78PHOTO BY ISTOCKPHOTOMW1119_