Chambord promotes Royale serve and the liqueur’s versatility


Chambord Royale bus

The core serve of a Chambord Royale is at the heart of the latest activities for the black raspberry liqueur, including its first out-of-home advertising campaign.

Bacardi Brown Forman Brands (BBFB) is driving mass awareness of the increasingly popular serve to encourage people to order it at the bar and make it at home.

The Chambord Royale – made by pouring 125ml of sparkling wine over 15ml of the liqueur and adding a raspberry – is also championed on the brand’s stand at the Imbibe Live show in London on July 3 and 4.

The other half of its stand will highlight the versatility of the liquid, aiming to inspire bartenders to get creative and show how it can be used for high-end cocktails that will excite consumers.

Chambord’s brand ambassador Matt Uden will be running seminars at Imbibe Live demonstrating innovative variations of the classic French Martini. He will also be joined by guest bartenders from the likes of Super Lyan, Hawksmoor, Callooh Callay, London Cocktail Club and The Cocktail Trading Co who will bring along their own serves to offer inspiration.

French playfulness will feature in bespoke edible bubbles created by creative drinks specialists Smith & Sinclair, offering visitors a new way to taste the flavours that make up Chambord, including black raspberry, vanilla and unique spices. Doodle artist Myro is creating live murals on the stand themed around Chambord’s quirky “Because No Reason” brand platform.

“Because No Reason” remains at the heart of the out-of-home advertising campaign which is focused on just two cities, London and Glasgow. Glasgow was chosen as it has long been a key sales region for Chambord, while London is the most influential city in the world, according to the Global Power City Index, and the biggest-volume region for both Chambord and sparkling wine.

The campaign includes eye-catching print and digital six-sheets, London Underground ads, standout London Routemaster bus wraps and high-impact digital screens in Glasgow.

It complements Chambord’s nationwide on-trade “Just Add Chambord” summer promotion, which encourages consumers and customers to upgrade their sparkling wine to Chambord Royales just by adding Chambord.

Crispin Stephens, head of commercial planning and activation for BBFB, said: “This is an exciting moment for Chambord in the UK. Through such an impactful mass-reach consumer campaign, focused on the Chambord Royale, we’ll be directly supporting both on- and off-trade customers in driving incremental profits.

“Simply upselling a glass of fizz or prosecco bottle sale with Chambord represents true additional value both to the customer and the end consumer.”

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