Quintessential launches Alizé music campaign

Quintessential Brands has launched a new music-themed marketing campaign for its recently acquired liqueur Alizé, drawing on the brand’s association with Hip Hop.

Alizé has launched a new music-focussed campaign to present the brand as “credible”

The international campaign, called Alizé Louder, “fits [the brand] into the modern music landscape” and will be led by international Alizé brand manager Jay Orlean-Taub, who recently joined the company from Diageo.

Rappers including Notorious BIG, Tupac Shakur and Jay Z endorsed the brand in their 90s songs.

Quintessential Brands hopes the Louder campaign will present Alizé to a new audience as a “credible drink” by working with urban music artists and broadcast partners, securing an exclusive partnership with Rinse FM.

As part of the partnership, an Alizé Louder Bar will open at the Rinse FM stage during the Notting Hill Carnival in London next month.

“We wanted to unlock the brand’s intrinsic equity and heritage and have appointed the specialist fan-focused marketing agency, Ear to the Ground, to help us understand music fans and build the brand for a new generation.”

Quintessential Brands acquired French spirits group Lafragette & Legier, producer of Alizé, in March last year, marking an “important step” in the firm’s international growth.

In May this year, Quintessential appointed Monarq Group as its exclusive importer, regional distributor and marketer in Latin America, the Caribbean and duty free channels.