FRANCE: Bacardi prepares Noilly Prat push
Bacardi is set to launch a marketing assault behind Noilly Prat vermouth to raise international awareness of the brand.
The privately-owned spirits giant is preparing to put "significant investment" behind the brand in the coming months, said Noilly Prat general manager, Aude Rocourt.
Rocourt claimed Noilly Prat is "a hidden gem". She said today (11 January): "With the growing appreciation around the globe of authentically crafted products and the finest food and drink, we want to raise awareness internationally of why Noilly Prat is adored by so many connoisseurs."
Bacardi, which acquired Noilly Prat when it bought spirits group Martini & Rossi in 1992, will also add the vermouth to its stable of "premium" spirits, which also includes Grey Goose vodka and Bombay Sapphire gin.
Rocourt said: "It makes sense for Noilly Prat to join the premium portfolio when, as I say, there is such a demand for authentically crafted products and as a result it sits very comfortably alongside similarly regarded drinks in the portfolio, like Grey Goose and Bombay Sapphire."
Rocourt declined to reveal how much Bacardi would spend on its push behind the brand but said details of the assault would be revealed in the coming months.
She added that Noilly Prat's key markets were North America, Europe and Japan although she refused to give sales for the brand.
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