Danish chocolatier Anthon Berg is set to present new branding and products in global travel retail.
The company has revamped its liqueur-filled chocolate bottles line-up with updated packaging and a new Cognac Selection is set to launch in 2020.
Anthon Berg said the refresh of its ‘most gifty’ liqueur-filled chocolate bottles will increase branding, product differentiation and on-shelf visibility.
The Anthon Berg chocolate liqueurs are endorsed by various well-known original liqueur brands. The ‘bullseye’ Chocolate Liqueurs line was launched in 1922; Chocolate Cocktails joined the line-up in 2004 and Chocolate Coffee Liqueurs in 2014.
All three are combined in a new Chocolate Liqueur Collection.
“Our visual strategy for this relaunch is a trinity of attracting attention, sparking curiosity and convincing consumers to buy,” said Anthon Berg Travel Retail Director Peter Dige.
Dige said a vital tool tool to increase shelf impact is the window front on its packaging. “This allows the consumers to see that they are buying actual miniature bottle-shaped chocolates wrapped and labelled like real bottles.”
The bottles have been lined up as if they are on a bar shelf and the box features a slide sleeve rather than a lid to mimic the experience of sliding open a bar cabinet.
A new ‘The Original Chocolate Liqueurs – Since 1922’ seal has been added along with ‘premium dark chocolate’ and ‘genuine spirits in liquid centres’ USPs.
Chocolate Liqueurs, Chocolate Cocktails and Chocolate Coffee Liqueurs are presented in a 12-piece gift box, 16-piece travel compact tube and 26-piece Grand Cordial tube. A 24-piece dual pack, with a gold sleeve, contains both Chocolate Liqueurs and Chocolate Cocktails.
Anthon Berg International Senior Brand Manager André Haunsø Kampmann said: “With the relaunch of the primary gifting items of Chocolate Liqueurs, Chocolate Cocktails and Chocolate Coffee Liqueurs, we are tweaking all the design parameters and creating a product with even greater shelf impact for a stronger and sharper portfolio on display.”
Dige underlined the brand’s confidence that the relaunch will “secure increased focus and lift sales”. “By vamping up the design we are adding new and sharp features to the range, and we are expecting to see the impact by growing numbers of first purchase,” he added.
As reported, Anthon Berg introduced the Single Malt Scotch Collection last year. The brand is building on its success with The Cognac Selection, a new line which offers a “grand tour of the Cognac region served in delicate chocolate bottles”.
Anthon Berg has partnered with leading Cognac labels including Rémy Martin VSOP, Camus VSOP, Courvoisier VS, Louis Royer VSOP and Gautier VSOP in the new line-up.
“Chocolate and Cognac in combination is one of the most perfect culinary marriages within confectionery,” Dige said. “With the Cognac Selection we are continuing the journey we started in the Scottish Highlands with the Single Malt Scotch Collection to the French hillsides and creating a strong concept equally suitable for gifting, sharing and self-consumption.”
The Cognac Selection is presented in bold packaging which features gold hot foil writing and a window. An image of an unwrapped bottle aims to increase consumers’ understanding of the content while a map of France introduces the concept of a Cognac tasting journey.
“This is a strong concept taking the category of liqueur filled chocolates into a new dimension” – Anthon Berg International Senior Brand Manager André Haunsø Kampmann
“With Single Malt collection we have created the start of a new chapter for Anthon Berg – we are confident that Cognac Selection is the extension the consumers are asking for,” Kampmann commented.
“This is a strong concept taking the category of liqueur filled chocolates into a new dimension. The product line caters to the consumer, who wants not only a high-quality product, but is seeking to engage in a unique product experience”.
Dige said the collection “taps right into the mega trend of Cognacs worldwide”. He highlighted the Asian market where figures indicate a +5.6% growth in Cognac sales within the last year.
The 15-piece, 230g Cognac Selection is expected to launch in 2020.
Anthon Berg will present its new and refreshed lines at the upcoming 2019 TFWA World Exhibition (Blue Village B7).
