Gold flakes and cinnamon added for herbal liqueur

jungfrau goldA new variant of herbal liqueur Jungfrau is being introduced with added gold flakes and the flavour of cinnamon.

Jungfrau Gold Edition is being launched by drinks company Global Brands to appeal to “weekend millionaires” who are looking to splash out at the end of the working week.

Made with real 23-carat edible gold leaf, it is being promoted not just for shots but for cocktails such as the Espresso Martini Gold combining it with Kahlúa and espresso, topped with a dusting of cinnamon.

Global Brands marketing director Simon Green, said: “The Gold Edition is an extension of an already successful herbal liqueur, Jungfrau Krauter Likor, offering a great opportunity to offer a luxury brand at competitive prices to maximise profit.”

It follows Diageo GB’s launch in September of Smirnoff Gold liqueur, a blend of Smirnoff No 21 vodka with a hint of natural cinnamon flavouring and real edible 23-carat gold leaf.

“Cinnamon and gold-flaked liqueurs are growing at 17%, one of the biggest growths in the liqueur category,” Simon said. “Consumers are willing to pay a premium for new and innovative brands, spending 4.2% more when they go out, and the finest liqueurs give a perfect base for innovation.

“This increased spend has encouraged a surge of the ‘weekend millionaire’ trend, and nothing says lavish lifestyle more than drinking a gold-infused liqueur.”

With ABV of 30%, the liqueur comes in a clear glass bottle and is supported by “luxury” branded point-of-sale materials.

Global Brands is planning an on-trade marketing programme that will include the Jungfrau Gold Edition Bar Tender Awards and Black and Gold Parties.

“The brands which invest and innovate are the ones that will succeed, and our new Jungfrau Gold Edition is a glittering example of premium originality and design,” Simon said.

See also: Diageo GB launches Smirnoff Gold with gold flakes and cinnamon

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