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US: Allied launches value packaging across range

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Allied Domecq has said it is introducing a range of value-added packaging across its biggest brands in the US over the spring and summer.  The off-premise packaging programs are for Kahlúa, Malibu, Sauza, Courvoisier, Canadian Club and Beefeater.

"Keeping the unique look and feel of each brand is important when marketing Allied Domecq products to our customers and consumers," said Simon Hunt, senior vice president marketing, Allied Domecq Spirits, North America. 

"This spring and summer, Allied Domecq has created fresh and attractive packaging to help inspire consumer purchase decisions, expand our consumer base and help keep our premium brands top of mind with all our constituents."
 
Kahlúa will see the introduction in select markets of a "Hispanic-focused" co-pack, pairing the 750ml bottle of Kahlúa and a 1L bottle of Kahlúa Mudslide Mix.  In California, the co-pack will pair the 750ml bottle of Kahlúa and a Kahlúa replica bottle shaker. 
Malibu is bringing back the Malibu cooler jug program, helping to communicate the mixability of MALIBU.  The Malibu cooler jug features five popular Malibu recipes. 
 
Sauza Tequila sees a variety of Sauza Tequila brands, Sauza Hornitos, Sauza Conmemorativo or Sauza Gold co-packaged with Sauza Original Margarita Mix. 

Courvoisier VSOP has a 750ml limited-edition decorative bottle, uniquely designed with authentic gold print.  Available off-premise nationally beginning in April, the CV VSOP limited edition bottles will be co-packaged with a 50ml bottle of Courvoisier XO in its distinct traditional 'drop of perfume' shaped bottle. 
 
During the month of June, Canadian Club will offer a Father's day VAP: with the purchase of a 750ml bottle of Classic 12, consumers will receive a sleeve of golf balls and golf ball holder. 

Beefeater 750ml bottles will be packed with either a bottle of cranberry juice or tonic water (size varies by market). 
 
Other core Allied Domecq brands: Stolichnaya, Midori, Kuya and Maker's Mark will also be using various on- and off-premise POS items such as table tents, in-store displays, recipe cards and in-store signage to help promote their brands through the summer months.


Sectors: Spirits

Companies: Allied Domecq

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