New on-trade campaign calls on bars to ‘just add Chambord’


chambord royale flamingo

A new on-trade campaign is being launched today for French black raspberry liqueur Chambord, promoting simple recipes for creating vibrant and fun cocktails.

Exclusive kits will provide bars and clubs with tools for creating special serves, such as the Chambord Royale with champagne (pictured), and upselling them to consumers.

It is part of a new campaign platform for the brand, “Just Add Chambord”, which began on July 1. Its aim is to cement Chambord’s key messaging around “elevating everyday experiences”.

The campaign will be unveiled at the Imbibe Live show at Olympia in London today and tomorrow where UK distributor Bacardi Brown-Forman Brands is exhibiting the brand.

Nidal Ramini, head of advocacy at Bacardi Brown-Forman Brands, said: “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.

“We only have to look at the fact that 29m glasses of sparkling wine are sold each year in UK hotels, which provides a great opportunity to increase growth profit through upselling the Chambord Royale in bars and restaurants via wedding conferences and events packages.”

There are two versions of the kit – one for premium independent cocktail bars and another that will be available through major brewers and suppliers.

The kits supplied direct to bars will include the distinctive flamingo-inspired glassware launched last summer plus recipe cards, menu serves and a consumer competition offering the prize of a luxury spa break for two. The kits distributed through suppliers will feature branded flute glasses, recipe cards and tent cards.

The new campaign is part of an ongoing marketing campaign, “Because No Reason”, which was launched in 2014 and highlights the brand’s distinctively French heritage and attitude.

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