Lillet rose June 2011.

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Presentation transcript:

Lillet rose June 2011

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

Strategy 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.

The Lillet Rosé proposition 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 The Mixology Crowd: Mixologists are asking for Lillet Rosé. Rosé vermouth is gaining increasing attention (some mixologists are making their own) The Proposition: Rosé is very “French” and Elegant, fitting with the Lillet proposition Retail visibility: Adds an extra face on the shelf!

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

Information Sheets

Lillet Rosé Rosé On Ice

Cocktails Blushing Manhattan Rougissant (Jacqueline Patterson) 2 oz. Lillet Rosé 1 oz. Hendrick's Gin 0.5 oz. grenadine 0.25 oz. orgeat 0.5 oz. freshly squeezed lemon juice 2 oz. Soda water 2 oz. Lillet Rosé 1 oz. bourbon whisky 1 bar spoon gum syrup 2 dash grapefruit bitters Short shake all ingredients except the soda water with ice and fine strain over fresh ice. Top up with soda water and stir. Combine ingredients in a mixing glass and stir with ice to chill. Strain into a chilled cocktail glass.

Events: Tales of the Cocktail 2011