US. Alizé the Cognac-based aperitif owned by New York-based Kobrand is targeting Asia for its next growth phase as its travel retail distribution is relatively developed in Europe and the Americas. A hot property in the US domestic market, where the brand now sells 700,000 nine-litre cases per year according to the company, Alizé is also rolling out latest Wild Passion variant. This combines passion fruit juice with a Cognac base and moderate alcohol content of 16%, currently exclusive to travel retail in many markets.
“Travel retail was always on our radar screen,” Alizé marketing and sales director Lewis Johnstone told The Moodie Report. “We believe we have brought something completely new to the liqueurs category and have been ratcheting up our focus on duty free.” Meanwhile Alizé Wild Passion has just gone on shelf in New York JFK airport. The company is also attending TFWA Asia Pacific for the first time in May and has high hopes for the region. In Australia Alizé has been listed by Nuance Australia and the brand went on sale in eight Australian airports last month, supported by tastings. “Conversion rates there are abnormally high,”said Johnstone.
But for Kobrand its biggest success this year at the Duty Free Show of the Americas was a new 5 x 20cl L & L XO Cognac presentation combining L & L Bordeaux, L & L Bon Bon, L & L Petite Champagne, L & L Grande Champagne and L & L Fins Bois in a handmade wooden box. Priced at US$250 to US$300 the Cognac concept is exceptional in that it drills down to five different Cognac variations.
Kobrand Corp encountered the product which would become Alizé in 1984 at a new products showcase at the Wine and Spirits Wholesalers Association Convention. Considerable market research preceded the name, which means “a gentle trade wind”. Kobrand Corp and L & L are joint shareholders of Alizé, including the source of Cognac which is part of its blend.
