51 Rosé rolls out to travel retail

30 July, 2013

Pernod Ricard has rolled out the rosé anise-based drink, 51 Rosé, to French travel retail.

The product, which cannot be called pastis on the label because its ABV is 35% instead of 51's normal 45%, launched in France in April 2013.

Rosé 51 will accompany Pastis 51 at sampling promotions at Marseille Provence Airport and Lyon–Saint Exupéry Airport this summer.

Available exclusively to Aelia (within travel retail), 51 Rosé is described as “the ideal sharing drink for French holiday makers” by Pernod Ricard Travel Retail.

Marketing material claims the drink “will appeal to pastis aficionados, while also seducing a younger and more feminine population thanks to notes of pink grapefruit, strawberry, blackcurrant and raspberry”. 

Mathieu Deslandes, marketing director of Pernod said: “We have been able to change the codes of pastis in the past four years thanks to our Piscine way of serving it, in a big balloon glass with a larger proportion of water and lots of ice.”

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