Chambord “could be as big as Jack Daniel’s”By Becky Paskin
Brown-Forman believes its Chambord raspberry liqueur could be “the next Jack Daniel’s”, after witnessing 80% volume growth in the UK this year.
The US-based drinks group sees Chambord becoming the “third pillar” of its portfolio in the UK within the next three years, joining Jack Daniel’s and Southern Comfort as its best-selling products.
The brand has witnessed huge growth in the market in the last 12 months, where it has also grown 114% in value thanks in part to the “premiumisation of the on-trade”.
“We haven’t seen this level of growth, excitement and brand engagement since Jack”, said Nadal Ramini, head of advocacy manager at Brown-Forman UK.
“We are looking to grow the brand long-term and we think it can become the third pillar of Brown Forman in the UK. We think we’ve got it right so far by aligning the brand with glamour, but we want to accelerate this. We do have a lot of brand building to do, as we are not close to where we ideally want to be; we want to build our numbers.”
Quoting CGA and Nielsen data, Brown-Forman says the liqueurs category is worth £337 million in the UK, with value growth of 25%.
“Liqueurs are doing fantastically well at the moment. We have also seen a rise in cocktail culture, which Chambord fits into perfectly. We are the only brand targeted towards sexy and sassy females, and we are certainly one of the only branded liqueurs on the market.
“Chambord is the only drink that can transform any occasion to make it fabulous and decadent. We want it to be the go-to drink for bartenders – it is definitely not a stuffy drink anymore.”
To help support the brand and drive growth in the UK, Brown-Forman has appointed its first brand ambassador for the market. Frank McGiven joins the group following nine years in a number of prominent bar positions in the UK, Australia and the US.
“Chambord is such a unique spirit, set apart by its unique production process and premium taste profile, which I am excited to highlight to the trade,” he said.
“I am confident I can bring my own bartending passion, knowledge and experience to the role in order to help reveal the brand’s full potential.”
Chambord is also continuing with its sponsorship of TV series Revenge in the UK on Channel Four, and building on its “Chick Flick Tuesdays” pop-up film screenings with the Rooftop Film Club in London with a more nationwide campaign with Pearl & Dean.