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US: Fortune Brands extends DeKuyper stable

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Beam Global Spirits & Wine, the beverage arm of Fortune Brands, has extended its DeKuyper cordials and liqueurs portfolio in the US.

The company said yesterday (6 March) that it had launched DeKuyper Pucker Strawberry Passion Schnapps, the first addition to the stable for almost three years.

"Strawberry is among the most popular flavours in the beverage category and strawberry-flavored vodkas, in particular, are performing extremely well," said Chris Mahoney, senior brand director for DeKuyper.

"In testing, Pucker Strawberry Passion Schnapps has garnered high marks in consumer liking and purchase intent and is on par with the highly successful Pucker Sour Apple Schnapps which inspired the Appletini."

Cordials sales in the US rose by 12% last year with the category now the third-largest in the US spirits market.

The launch of Pucker Strawberry Passion will be backed by a marketing campaign, including online advertising on Evite.com, sampling, point-of-sale materials..


Sectors: Spirits

Companies: Fortune Brands

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