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August 13, 2007
Hiram Walker Adds ‘Pumpkin Spice’ to Cordials Line
Pernod Ricard USA is adding a new seasonal extension to its Hiram Walker cordials line this fall with the release of Pumpkin Spice liqueur. Set to launch October 1, Pumpkin Spice—which will be available in both 750-ml. and 1-liter sizes with the former retailing for about $10—will be on the market only in October and November.
The new flavor will be supported by a marketing campaign featuring trade advertising, sampling (where legal) and on- and off-premise point-of-sale materials, and Pernod is emphasizing its versatility by holding a cocktail recipe contest intended to encourage new Pumpkin Spice concoctions and drive traffic to Hiram Walker’s revamped website.
“Pumpkin Spice will help drive incremental spirits volume by including Halloween and Thanksgiving as part of the ‘holiday’ selling season,” says Ron Zussman, brand director for Hiram Walker. “Research shows that those two holidays have become more important consumer and retailer occasions over the past couple of years, and we believe we have a winning flavor that will be available at the perfect time.”
Pumpkin Spice joins a Hiram Walker line consisting of 39 different schnapps flavors, flavored brandies and bar essentials. Hiram Walker, which came to the Pernod portfolio via the French drinks giant’s 2005 acquisition of Allied Domecq, sells the vast majority of its 1-million-case global volume in the U.S., but has been essentially flat from a volume standpoint since 2000.
Pernod Ricard USA website: www.pernod-ricard-usa.com
Hiram Walker’s revamped website: www.hiramwalker.com
Source: “Hiram Walker Adds Spice With Pumpkin,” Dan Marsteller, Wine Spectator, August 13, 2007
Posted by fortna at August 13, 2007 02:25 PM
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