“Jungfrau Gold Edition is an extension of an already successful herbal liqueur, Jungfrau Krauter Likor,” said marketing director Simon Green.
Liqueurs made with cinnamon and gold flakes are up 17% (CGA MAT to March 2013), the biggest growth in the liqueurs category.
This has been driven by the phenomenon of “weekend millionaires,” consumers who go out less frequently but spend more when they do, according to Green.
Lavish
On-trade activity to raise awareness of the new flavour will include a new competition, the Jungfrau Gold Edition Bar Tender Awards, black & gold parties and a range of luxury branded PoS to create a “lavish” feel in outlets.
As well as serving it as a shot, the company has created a range of luxury cocktails for the liqueur, such as the Espresso Martini Gold, a mix of Jungfrau Gold Edition, Kahlua and Espresso, topped with a dusting of cinnamon.
In August, Diageo added a gold and cinnamon variant to its Smirnoff vodka range, which was backed with a £4.5m marketing campaign.