 |
Packaged in a dark brown bottle, Café Bohême is a big departure from the freshly-coloured Alizé Cognac and passion fruit range and from the electric blue of vodka-based Alizé Bleu |
UK. Alizé International says it is “surprised and delighted” by the enthusiastic response to its latest creation which was released “without fanfare” in Asia on a trial basis.
Café Bohême is a blend of premium French vodka and gourmet coffee with a hint of vanilla and cream. Described as lighter in taste and smoother in texture than traditional cream liqueurs, it is said to be selling well in duty free outlets in Singapore and Malaysia. Packaged in a dark brown bottle, it is a big departure from the freshly-coloured Alizé Cognac and passion fruit range and from the electric blue of vodka-based Alizé Bleu. The 16% abv Café Bohême retails at around US$18 for a litre bottle in duty free.
Alizé International Area Director for Asia Pacific Victor Lee said: “Café Bohême is all about taking the cream liqueur category in a whole new direction, targeting the younger, new generation consumers who like the luxurious smoothness of a cream liqueur but want something a little sharper.
“There has been a tremendous shift recently towards white spirits, especially vodka, among trendy young consumers due to their mixability and also to powerful global marketing campaigns for flavoured vodkas. When we introduced Café Bohême the product became an overnight success and we are now trying frantically to keep up with demand.”
Sales of Café Bohême have been particularly strong at Singapore Changi Airport and at Kuala Lumpur International Airport with 90% being purchased by female travellers, said the company.
Alizé International Managing Director Lewis Johnstone said: “I am pleased to say that Café Bohême has caught us somewhat by surprise. Vodka – and French vodka at that – is not a traditional alcohol base for a cream product but it appears to have huge appeal among younger consumers. The coffee element cannot be underestimated: the liquid is a darker, richer colour than the traditional creams, with a more ‘espresso’ coffee flavour. This clear coffee taste also has strong appeal.”
MORE STORIES ON ALIZE
Alizé to paint town Bleu – 27/09/04
Kobrand appoints Victor Lee to boost Alizé in Asia – 24/08/04
