US: AD spreads ‘elit’ roll-out
Allied Domecq is to widen the roll-out of its luxury vodka brand. The spirits group said yesterday (26 October) that it will expand coverage of Stolichnaya elit vodka from next month.
The company, which has been testing elit in California, will make the brand available at bars and restaurants in New York, Boston, Chicago, Las Vegas, Miami and Philadelphia. Elit will sell for almost US$60 a bottle.
AD said it hopes to sell 20,000 cases annually within the next couple of years. Elit is part of the company's plan to move consumers to the fast-growing high end of the spirits world, AD said.
The company plans to increase promotional spending in North America by 20% in fiscal 2005. But elit is not part of that advertising strategy.
"At US$60 a bottle you don't market it the same way (as other brands)," said Barbara Jackson, vice president of marketing at Allied Domecq Spirits, North America.
AD intends to promote elit through word of mouth, the same strategy it used to promote its Wet by Beefeater gin in 2002.
Going forward, the company said it hopes to market elit through sponsorships.
AD plans to introduce elit, not yet available in retail stores, to Dallas, Houston and Phoenix starting in January next year.
Todays press reports into Pernod and Fortune's hopes to buy Allied Domecq warn of possible conflicts and set a date for completion....
Allied Domecq has added a new flavour to its Malibu range. The company said yesterday that it would be launching Malibu Passion Fruit in the US from April 15....
Pernod Ricard and Fortune Brands are hoping to buy Allied Domecq for around 670p per share, according to press reports....
LVMH has said it is not looking to buy Mumm Champagne from Allied Domecq....
The US consumer goods group Fortune Brands has confirmed it is in talks about launching a joint bid with Pernod Ricard for Allied Domecq....
Diageo is to launch a new global advertising campaign for Smirnoff Ice. The first ad in the global campaign, 'Garden', launches in Great Britain on April 11th on terrestrial and satellite TV. ...
Maxxium Global Travel Retail is to enter the US duty free market on 1 July 2005, when it will take over responsibility for the brand portfolios currently represented by Future Brands Duty Free and DFD...
Fideuram Wargny has upgraded its rating of Pernod Ricard to 'buy' from 'hold'. Its analysts argue that the merger talks with Allied Domecq is a catalyst for share growth....
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