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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

Lillet rose

June 2011

context
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
strategy
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.
the lillet ros proposition
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!
next steps
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
lillet ros
Lillet Rosé

Rosé On Ice

cocktails
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.

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