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Bacardi Brown-Forman liqueur launches new upsell campaign

Published:  29 June, 2016

Chambord liqueur is launching a new campaign to offer bartenders a "quick and easy way" to upgrade their sparkling serves.

Chambord, a premium French black raspberry liqueur from Bacardi Brown-Forman, will launch 'Just Add Chambord' at this year's Imbibe Live exhibition on July 4 and 5.

It is aiming to capitalise on the growing trend in the on-trade for premiumisation of classic sparkling wines by pushing its Chambord Royale cocktail.

"We only have to look at the fact that 29 million glasses of sparkling wine are sold each year in UK hotels (CGA Nielsen Data from 19.03.16 to 23.04.16), which provides a great opportunity to increase growth profit through upselling the Chambord Royale in bars and restaurants via wedding conferences and events packages," said Nidal Ramini, head of advocacy at Bacardi Brown-Forman brands.

"We are confident the new platform will inspire the on-trade in particular, to transform and elevate serves, whilst helping them understand how Chambord can be the perfect way to elevate a simple glass of bubbles, and ultimately increase profit."

The campaign will run from July 1 to September 30.

Two kits will be available - one for premium independent cocktail bars and another which will be available through major suppliers.

The on-trade kits will include flamingo glassware, recipe cards, menu serves and a consumer competition.

The supplier kits will feature Chambord branded flute glasses, recipe cards and tent cards.

The new campaign will provide a call to action under the brand's current marketing campaign, 'Because No Reason', launched in 2014 to focus on the brand's French heritage.