Emily in Paris-inspired RTD Chamère launches

Spirits producer Quintessential Brands has released Chamère, a ready-to-drink (RTD) Kir Royale inspired by the Netflix series Emily in Paris.

The cocktail has been created in partnership with Paramount and MTV Entertainment Studios, which are the producers of the show.

The idea for Chamère stems from a scene in the show when the titular character, Emily Cooper, sampled and loved the Kir Royale cocktail so much that she pitched it as an RTD to her agency clients.

Global brand director of Quintessential Brands, Letizia Razzino, said: “We are extremely proud to have brought to life Chamère, the Emily’s Kir Royal RTD cocktail, in such a short period of time and with such attention to detail.

“It’s been a pleasure to work with the team at Paramount and we are so thrilled to be able to launch Chamère as season four of this Netflix sensational show is released this August.”

Clocking in at 10.5% ABV, the cocktail is available in three formats: a 250ml can (£4, US$4); a 200ml bottle (£7,95, US$10); and a 750 bottle (£22, US$28), the latter of which is exclusively available in global travel retail.

Before launching the cocktail, Quintessential Brands said it carried out research in the UK from a survey of 270 respondents, which revealed consumers would ‘choose the Chamère brand for social occasions and they perceive it as a drink that is fun’.

Quintessential Brands also makes Greenall’s London Dry gin, Bloom gin, Opihr gin and The Dubliner Irish Whiskey. The company will support the launch of Chamère with a full marketing campaign.

For other marketing moves, see our roundup from May.