The company is increasing investment in the brand in a bid to make it into the “third pillar” of the BBFB UK business, alongside Jack Daniel’s and Southern Comfort.
Frank McGiven, head bartender at the Soho House Group, has been appointed as the brand’s first ambassador, and a consumer marketing campaign, which will include a return to TV advertising, is also in the pipeline.
The brand is also being aligned with film via a partnership with Rooftop Cinema events. Glassware and PoS are being developed as the company looks to “really go for it” over the next 12 months, particularly in the run-up to Christmas, which can account for up to 50% of annual sales for liqueurs.
“Currently witnessing very strong growth of 25% (CGA), liqueurs are riding high off the recent consumer trend for premium brands and indulgent cocktail experiences,” said Nidal Ramini, head of advocacy.
“Chambord is a complex spirit, which is extremely versatile, meaning its potential for use in both cocktails and culinary creations is vast.”
The brand is aimed at “sexy, sassy” females and will be positioned as a simple way to add a bit of decadence and luxury to a night out.