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Nuvo: Targets female shoppers with cross-category merchandising in the beauty zone at airports |
Diageo is rolling out a new product, Nuvo sparkling liqueur, in Americas travel retail, in an effort to target female shoppers.
Launched in the US domestic market in 2011, the first travel retail activations to run are at Mexico City Airport (with Grupo Wisa) and at Cancún Airport with World Duty Free Group. Crucially, the effort to reach female consumers extends to Nuvo’s in-store positioning, with cross-category merchandising and sampling in the perfumes & cosmetics zones at both airports. More locations are set to follow.
Nuvo sparkling liqueur is a blend of premium French vodka, French sparkling wine and natural fruit flavourings, offered in 750ml at 15% abv.
The line is claimed to have built a strong reputation since its launch in the US domestic market, and celebrity endorsement, particularly with leading hip-hop artistes. The brand owner said it now has “a strong following from the key target audience of urban females aged from legal drinking age to 35”.
The Nuvo bottle is said to “evoke the design of classic perfume bottles, delivering a stylish presentation that looks just as good in P&C as in the liquor department” according to Diageo.
The brand owner said: “Diageo believes it is essential that the category demonstrates its ability to respond to the needs of the female consumer and sees significant opportunities within this domain. A recent piece of research demonstrates that Nuvo has huge appeal to this audience not only because of its great taste and style but also through its credibility as a product, designed to complement the lifestyle of modern women.”
Additional innovations launching in Diageo Americas this Spring also specifically target female shoppers. They include Baileys with a hint of Biscotti and Smirnoff Gold. The latter comes to the Americas following what Diageo termed “a stunning launch period in the Middle East (since November 2011) that proved its power to positively drive sales across the Smirnoff portfolio and in fact the entire vodka category”.
Both brands begin their roll out across the Americas from March 2012.
