Choya, the Japanese liqueur specialist, is redoubling its international marketing efforts as it builds on an enhanced presence in global travel retail markets.
Already, its increased promotional activities at exhibitions and events in the Asia-Pacific region – including Japan, Taiwan, Hong Kong, Singapore, Thailand, and Malaysia – has led to widened distribution and higher brand recognition among customers.
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Choya’s stand at last year’s TFWA World Exhibition in Cannes |
Seiji Susuki, Choya’s Senior Manager, emphasised that Choya would not be resting on its business laurels after these efforts.
“We are constantly advertising our products through numerous marketing activities including instore promotions, as well as putting effort into product development in order to communicate our appetite for innovation and excellence in all Choya products.
“Whether it’s Europe, the US or elsewhere, we are actively looking for new core markets.”
Latin America is a new focus of marketing activity for the Osaka-based company.
“Starting in 2016 we plan to exhibit at the Duty Free Show of the Americas in Orlando, through which we will promote Choya’s attractiveness for airlines and the Central and South American duty free markets,” Susuki told The Moodie Report.
“Our main products will be Gold Edition and the Extra Series,” Susuki specified.
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Standing out at Taiwan Taoyuan International Airport (left); the super-premium Gold Edition (right) | |
Gold Edition is a super-premium product within Choya’s extensive range, with handmade production of no more than 500 bottles a day.
Based on French brandy, Gold Edition uses only premium nanko ume fruit, which is high in citric acid and other vitamins.
Extra Series (Extra Years, Extra Shiso, Royal Honey) is the core Choya range, carefully produced using a traditional method by steeping ume fruit in alcohol with added sugar.
Extra Years is aged for two to three years to achieve a very balanced taste, while the Japanese herb shiso adds a slightly bitter tang and natural red colour to Extra Shiso.
Royal Honey uses only natural clover honey with royal jelly instead of sugar.
“As a trial size and for gifting, last year we launched a miniature set with three bottles of Extra Series 50ml,” Susuki said.
“This has become a hit product in Asian markets.”
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Choya’s Extra Series miniature set, a hit in Asian markets |
