Reliable brands with strong potential
Cointreau, the winning cocktail
Cointreau sales have increased since 2010, after a difficult first half in its leading market, the US. The year ended in growth.
For two years, Dita Von Teese has been the brand’s chic and glamorous ambassador. Together, Rémy and Dita created the “Be cointreauversial show”, presented in the largest capital cities in the world, from New York to Tokyo, via Sao Paulo, Paris, Los Angeles, Las Vegas and London.
In addition to this partnership, Cointreau expanded its communication activities and confirmed its position in the world of cocktails among its target audience. Although Cointreau is present in all markets, Brazil and Australia, in particular, have proved that they have great potential.
Mount Gay Rum, an invitation to travel
Mount Gay Rum enjoyed sustained growth in sales and pricing. The brand continued to have double-digit growth in Canada and Australia, and gained market share in the US and UK. It even had further growth in Barbados, its birthplace.
Passoã created a buzz on the Internet
Passã has enhanced its position in key European markets such as France, Belgium, the Netherlands, the UK and Switzerland. The brand successfully made its mark on social networks such as Facebook, Netlog and Hyves, strengthening its reputation among young adults. Passoa Maxi Shaker, this year’s promotional campaign, was highly sought after by supermarkets, clubs and private cocktail parties.
Metaxa, a mythical nectar
This year, Metaxa suffered from particularly difficult market conditions in Greece (its leading market) and from one-off destocking in Eastern Europe. In order to improve its visibility, Metaxa continued to invest in redesigning the presentation of its range in the wake of the success of the new packaging for Metaxa 5* which was launched in 2008.
St-Rémy, leader in the brandy market
St-Rémy, the brandy market leader, enjoyed significant growth in all its markets. The brand was repositioned in Mexico and strengthened its presence in Canada, the UK and Norway. Sustained by its authenticity and quality, which are the bases for its success, St-Rémy was rewarded on a number of occasions this year.
Ponche Kuba
Ponche Kuba, a new liqueur, which is a blend of Caribbean rum cream and vanilla created in a highly refined manner, was successfully tested in Belgium and France. Ponche Kuba Crème de la Crème stands out due to its softness.