Pernod Ricard Travel Retail is launching Lillet Rosé – the first new product from the French aperitif wine brand in over 50 years – exclusively in European travel retail with Aelia in Bordeaux-Merignac Airport next month. It will then also be made available to other European airports from 1 May.
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Lillet Rosé is the first new product from the French aperitif wine brand in over 50 years |
Lillet Rosé is made from wines of leading traditional grape varieties from Bordeaux, combined with fruit liqueurs. It will take its place alongside Lillet Rouge – the last Lillet wine created in 1962 – and Lillet Blanc which are currently on sale in Aelia shops across French airports.
Lillet Rosé will be showcased in branded merchandising units and high visibility light-boxes to attract attention and generate awareness of the aperitif, which rose to popularity in the 1920s.
Hostesses will be on-hand encouraging travellers to sample the Rosé while introducing them to Lillet’s history and wine-making traditions. Lillet Rouge and Lillet Blanc will also be available for tasting, on request.
Travellers will be gifted with a small booklet in French which will introduce them to the brand’s history, the Lillet know-how and easy-to-make cocktail recipes.
Pernod Ricard Travel Retail Europe Assistant Brand Manager Adriana Perez commented: “Following the success in domestic markets, the launch of Lillet Rosé in European travel retail could not have happened at a better time as its crisp, light and fruity flavours are the perfect way to welcome spring. Launching in the same region as the brand’s heritage, Lillet defines the current revivalism trend, bringing the historical heritage of the product to a new modern consumer. Lillet Rosé sets a new standard of aperitif, one which has timeless style and is unique within its own category.”
The “revival” of the aperitif
Heralded in the Roaring 20s (or “˜les années folles’), the aperitif has seen a revival in recent years, Pernod Ricard said.
Originating in Podensac (about 30km away from Bordeaux), Lillet was created in 1872 by Paul and Raymond Lillet. It is a blend of wines (Semillon grape variety for Lillet Blanc, Merlot for Lillet Rouge), combined with fruit liqueurs obtained by cold maceration of certain fruits in alcohol for several months, including sweet oranges from Spain, Tunisia, Morocco, or Mexico and bitter oranges from Haiti. Lillet is traditionally matured in oak vats for two to six months, during which time it receives the same careful attention as Bordeaux grand crus wines.
After Lillet Rouge and Lillet Blanc, the launch of Lillet Rosé is expected to open a new page in the history of the brand. The pink-coloured wine has the same character as Lillet Rouge and Lillet Blanc – soft and vibrant, offering an intense taste with unexpected freshness, according to the brand.
