Consumer interest in brandies, liqueurs, digestifs and aperitifs may be set to pick up again, as the number of wealthy consumers increases. Recently, drinks such as Cognac, port and sherry have begun to redefine themselves to attract new consumers, and now Benedictine is also getting in on the act.
COMMENT: Benedictine looks for new converts
Benedictine liqueur is being relaunched to target new consumers, using direct marketing. It's not the first drink to take advantage of growing numbers of wealthy consumers. Cognac has seen success through two separate methods - recreating itself for a younger market, and associating itself with fine dining and fine wines. Benedictine should be able to do the same, especially as it currently has novelty value.