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Lillet rose

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.

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Lillet rose

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  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. bourbon whisky 1 bar spoon gum syrup 2 dash grapefruit bitters 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 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

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