Jungfrau taps into sales potential for smaller serves

29 May, 2013

Global Brands  has launched 20cl and 50cl bottles of its herbal liqueur Jungfrau into the off-trade to capitalise on the momentum it is gaining in the on-trade.

Marketing director Simon Green said it is outselling vodka at student unions and is now the number two herbal liqueur brand in the on-trade (CGAT, MAT to September 2013).

He believes the smaller serves offer entice comsumers keen to experiment and will offer retailers strong margins.

Green said: `’Herbal liqueurs are in growth in the on-trade, and the off-trade sector is benefiting from this success.

“The category represents an exciting opportunity for retailers because herbal liqueurs meet consumer needs for great tasting, exciting products that suit high tempo occasions.

“Some of the more traditional categories are struggling as people turn to new, more versatile brands, and herbal liqueurs have a flavour profile that allows them to be used as shots or as an ingredient in cocktails.

““Consumers look to recreate their on trade experiences at home, and in the off trade they are looking for smaller SKU’s to meet this need. Jungfrau is now available in 20cl and 50cl bottles to satisfy this occasion.

“Smaller SKU sizes offer less risk for consumers due to a better price point, and for customers, having a premium herbal liqueur in a 20cl and 50cl option will meet consumer needs whilst maintaining good margin.

“For the on-trade we’ll continue our support for Jungfrau with premium, bespoke PoS, including the new mountain glorifiers, which enhance back bar visibility and bring the brand to life. We will also be connecting with consumers directly via a digital media campaign and associations with brands and events that appeal to Jungfrau’s core target market. This high profile activity should hopefully translate into off-trade brand awareness.”

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