Campari UK to dust-off Grand Marnier for the on-trade

03 October, 2017

Campari UK is looking to arrest the long-term decline of Grand Marnier in the UK by targeting the on-trade.

The French orange liqueur brand was acquired by Campari last year, but faces a battle to reverse stagnating sales overseen by previous distributor, Diageo.

Eighty per cent of the brand’s UK sales are currently in the off-trade, with sales growth moving at -9% in the 12 weeks to September 9, but +6% for the past four weeks.

Nick Williamson, marketing director of Campari UK, believes the brand could be revitalised in the on-trade: “We have a great track record of turning dusty brands around. We bought Grand Marnier to get it back into growth – our intension is double-digit growth.”

The Campari marketing director told Drinks International that the current consumer appreciation for quality, provenance and the broadening of cocktail culture provides a big opportunity for the brand which is stocked by 32,000 UK outlets, though currently in small volumes.

In response to these trends, Williamson said the brand will execute “simple messaging” around the liqueur – that it has a “rich flavour” and is made from “51% cognac”, making it a "trade-up" from other orange liqueurs.

When asked if cognac had the ‘cool factor’ necessary to win-over today’s consumers, he said: “Cognac comes across really strongly with consumers. Perhaps it’s not seen as ‘cool’ but it has an association with quality and a provenance story.”

The firm has created a series of serves designed to augmenting simple cocktails with the use of Grand Marnier – of which Grand Tonic (Grand Marnier instead of gin), Grand Collins, Grand Sidecar and Grand Margarita will be showcased during London Cocktail Week. 





Digital Edition

Drinks International digital edition is available ahead of the printed magazine. Don’t miss out, make sure you subscribe today to access the digital edition and all archived editions of Drinks International as part of your subscription.

Comment

Tess Posthumus

Staffing crisis could open opportunities

The pandemic has thrown many challenges at bar owners over the past couple of years and the ones that survived the various lockdowns and restrictions deserve a pat on the back. However, while revenues are returning and bars are beginning to recruit once more, we’ve come up against a whole new set of problems, one of which is a global starring crisis.

Instagram

Facebook