Pernod Ricard launches summer-inspired Rose Pastis

29th July, 2013 by Amy Hopkins

Pernod Ricard Travel Retail Europe has added a refreshing member to its portfolio in the form of the new 51 Rosé pastis.

Pernod Ricard's new summer-inspired rose Pastis

Pernod Ricard’s new summer-inspired rose Pastis

Set to launch this summer in the south of France, the anise-based spirit will accompany the traditional Pastis 51 in disruptive sampling at Marseille Provence Airport and Lyon-Saint Exupéry Airport.

Credited with bringing innovation to the pastis category, the new product will merge with Pastis 51’s cocktail campaign Piscine 51.

Libby Wilding, assistant brand manager for Pernod Ricard Travel Retail Europe, said: “We are delighted to launch the 51 Rosé in disruptive and engaging activations in Pastis 51’s homeland – the south of France.”

Exclusively available to travel retailers Aelia, 51 Rose is targeted towards French holiday-makers as the ideal sharing drink and an exciting alternative to the traditional French summer aperitif of pastis and water.

It is recommended that the long drink is served in the signature piscine cocktail which consists of one part Pastis 51 or Rose 51, to seven parts water and topped with ice cubes.

With fruity notes of strawberry, pink grapefruit, blackcurrant and raspberry, the spirit will lock-in on a younger female consumer-base. A lower abv of 35%, as opposed to the 45% abv of the original Pastis 51, also aims to capture this market.

Mathieu Deslandes, marketing director of Pernod, said: “51 wishes to get things moving and bring a new experience on the market. We have been able to change the codes of pastis in the past four years thanks to our ‘piscine’ way of serving it, in a big balloon glass with a larger proportion of water and lots of ice.”

Travellers who buy the new spirit will have the opportunity to select from a variety of gifts including the iconic Pastis carafe and piscine glasses.

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