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PROFILE
RIGHT AND PATRON READY FOR THE BIG TRADE UP
THE MOST recent brand to land in Cellar the whole notion of a
Trends’ portfolio – the super-premium Right premium gin and a premium
Gin – marks the first foray into the gin Tequila is a long way off.
category for the company, and already Instead we have to select
mixologists have been involved. premium bars up and down
“Right is not a traditional gin, but it is, with the country and get the
its taste configuration, highly accessible,” says bartenders aside, and get the
Cellar Trends marketing manager Patrick brands cocktail listings,” says
O’Reilly. “The first phase of our marketing O’Reilly. “The key is not to roll
will introduce the brand to the on- out too fast as the platform
trade. We’ve had a very positive will not be developed.”
reception to the gin at the Bar Highly successful in the US,
Show and it’s creating a buzz of Patrón now sells 1.6 million
interest – the ripple is starting cases and is looking to
and we have total confidence in replicate this success overseas
the brand.” – but competition is hotting
Along with Right came the up. “There are over 15 premium Tequilas investing in a drive to
super-premium Tequila Patrón prevent Patrón doing so well overseas,” says O’Reilly. Cellar Trends
and both are ideally placed for has the complete range, including the top quality Gran Patrón
the consumer who wants to Burdeos, which after its first distillation and ageing is then distilled
trade up. “The Tequila category again before it is racked in vintage Bordeaux barrels. It comes in a
is not as straightforward, but 70cl decanter with a retail price of £370.
LUXARDO IS ON THE SPEEDY TRACK
UNDOUBTEDLY, ONE of Cellar Trend’s major claims to fame has selected websites. This will be underpinned by the Luxardo brand
been to put the Italian liqueurs producer Luxardo squarely on the experience teams in key cities throughout the UK – known as the
UK map. The range is 10-strong, including the classics Sambuca Luxardo X Team promoters who drive demand for a range of new
and Maraschino, as well as a fruit range, which boasts Sour Apple signature long drinks, like Explosion, MinX Up and Expresso.
as well as Limoncello. “There’s no other range that offers so many “It’s this activity which has put the Sambuca and the other flavour
variants, and more importantly they are now on the speed rail,” says variants on the speed rail and on optic alongside main spirits,”
Cellar Trends’ marketing manager Catherine Rigby. “Luxardo says Rigby. Long drinks, rather than shots are also a corner strategy
Sambuca is the key one – and heads the most dynamic growth for Midori the Suntory-owned melon liqueur, particularly using
sector in the UK spirits market.” lemonade and cranberry. “In terms of colour and flavour Midori has
The UK distributor is determined to maintain the momentum and a distinct appeal over other spirits,” says Rigby.
is launching its biggest-ever marketing drive this summer. Primed to “Midori has no other competitor – we had TV advertising in
further strengthen the Luxardo bar call this is an educational on-line Scotland last year, and this year we’re going national, in an ongoing
onslaught targeting Facebook and MySpace communities, plus other drive to attract new consumers.”
teams get up to – yet another undoubtedly Jägermeister – it was 170,000 cases – and that’s big and rapidly on the international stage –
similarity the company shares with the Luxardo range of Italian still growing.” whatever next one might say!
Sidney Frank. liqueurs that was the catalyst to the Ten years old next year, Cellar “We are becoming very choosy
“When we were farming this out company’s significant development Trends has developed apace and now,” says Watts. “We’re not
to a third party we found we didn’t and it still is one of the mainstays. more brands are coming into the looking for mainstream – as in
get the commitment and joie de “Jägermeister is the real star, it’s fold; of late another premium Scotch we have the malts,
vie that we can generate now,” going like a train and the parent vodka Ultimat and the super- Auchentoshan and Bowmore –
says Watts. “This all helps to give company has invested hugely over premium Right Gin, as well as the we’re not interested in the
brands momentum.” the last five years,” says Watts. deluxe Tequila sensation Patrón, standard sector – that’s all
The driving brand force in the “That said though, Luxardo is still which has stormed the US about pricing issues. We are
Cellar Trends’ portfolio is very significant, turning in around market and is now expanding brand builders.” sb
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