Chocolate treat for cream liqueur drinkers

09 October, 2007

Choc Amoré is launching in the off-trade in a bid to attract consumers back into the declining cream liqueur market.

Produced by Constellation Europe, it has a 14.5 per cent abv and is targeted at women aged 25 to 35. It will be supported by PR activity, in-store POS and a nationwide sampling campaign, as well as featuring in Somerfield’s Christmas TV ad.

Brand manager for marketing Clare Griffiths said: “Unlike most cream liqueur brands which focus on cream as an ingredient or emphasise their Irish heritage, Choc Amoré is all about chocolate. Product innovation is the key to unlocking sales potential in the cream liqueurs market - our product is all about chocolate and therefore gives us stand out in the market.”

It will be on shelf from this month to help retailers maximise the peak sales period for cream liqueurs, Constellation added. Last Christmas cream liqueurs – usually a banker for the festive season – surprised the market with a 9 per cent decline – 21 per cent in volume terms (according to Nielsen for the four weeks to Dec 23).

Choc Amoré is available in a 70cl bottle with a retail price of £7.99.

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