lillet rose june 2011. context wine-based aperitif category is not performing well but lillet is...
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Lillet rose
June 2011
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Context
• Wine-based aperitif category is not performing well but Lillet is performing well in spite of this, mostly thanks to:
• Lillet blanc performance• Consumer trends based on long drink/summer drinks.
• Rosé wines, champagne & sparkling wines are performing well, especially among women
• Several Wine-based aperitif brands have launched a rosé version to attract female consumers– E.g.: Martini Rosatto– E.g.: Porto Cruz Pink
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• Ambition for the brand: drive Lillet among favorite aperitif wines.
• Objective: recruit and bring loyalty.
• Plan: complete our portfolio with New Product Development to widen our offer
• Target: wine and wine-aperitif enthusiasts, Lillet consumers.
Strategy
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1. The Consumer:• The Lillet consumer already drinks Rosé wine• Consumers are become more wine-savvy and are discovering the fresh and fruity
taste of Rosé• Consumer acceptance: equivalent to Lillet Blanc / significantly better than Martini
Rosatto
2. The Mixology Crowd:• Mixologists are asking for Lillet Rosé. Rosé vermouth is gaining increasing
attention (some mixologists are making their own)
3. The Proposition:• Rosé is very “French” and Elegant, fitting with the Lillet proposition
4. Retail visibility:• Adds an extra face on the shelf!
The Lillet Rosé proposition
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Next Steps
• Launch dates – July 2011: presentation at Tales of the Cocktails (tasting room for
120 participants)– October 3rd: availability of Lillet Rosé – Fall 2011: soft launch in key cities via Brand Ambassador
sampling to top mixologists (USA/Germany)– End of spring 2012: official launch (key period for Lillet)
• 2012 Marketing activation (To be budgeted):– Lillet Rosé cocktails list– Dedicated POS (TBD)– Create buzz via PR campaign & events
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Information Sheets
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Lillet Rosé
Rosé On Ice
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Cocktails
Rougissant(Jacqueline Patterson)
2 oz. Lillet Rosé1 oz. Hendrick's Gin0.5 oz. grenadine0.25 oz. orgeat0.5 oz. freshly squeezed lemon juice2 oz. Soda water
Blushing Manhattan
2 oz. Lillet Rosé1 oz. bourbon whisky1 bar spoon gum syrup2 dash grapefruit bitters
Combine ingredients in a mixing glass and stir with ice to chill. Strain into a chilled cocktail glass.
Short shake all ingredients except the soda water with ice and fine strain over fresh ice. Top up with soda water and stir.
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Events:Tales of the Cocktail 2011