1. Lillet rose
June 2011

2. 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

3. 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.

4. 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!

5. 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

6. Information Sheets

7. Lillet Rosé
Rosé On Ice

8. 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.

9. Events: Tales of the Cocktail 2011