Quintessential Brands has unveiled premium Ready-to-Drink (RTD) cocktail brand Chamère, inspired by the hit television show Emily in Paris.
Now available in global travel retail, the expression was launched in partnership with Paramount and MTV Entertainment, producers of the successful Netflix series.
The concept of Chamère was inspired by a scene in the show when the main character, marketing executive Emily Cooper, enjoys the Kir Royale cocktail and proposes it as a Ready-to-Drink product to clients.
Following that episode the drink started to trend online, creating strong demand from fans to recreate the brand.
Chamère features a pink-coloured packaging design, reminiscent of the Emily in Paris aesthetic.
The RTD cocktail (10.5% ABV) is available in three formats: 250ml can and 20cl and 75cl bottles. The Chamère 75cl bottle with champagne-style cork and cage is exclusive to travel retail for RRP £22 (US$28), while the smaller bottle and cans are available in grocery, convenience and wholesale sectors in the UK as well as other markets across the EU, USA and Australia.
The bottles feature the words Kir Royal, the French spelling of Kir Royale. The packaging was developed in collaboration with Paramount and Sunhouse Creative agency.
The latest expression was released amid the rising popularity of premium RTD cocktails.
Quintessential Brands is also launching a marketing campaign to further promote the brand.
Citing the outcome of its own consumer study involving 21- to 50-year-old female sparkling wine drinkers from the UK, the spirits company found that consumers would choose the Chamère brand for social occasions and perceive it as “a drink that is fun”.
More than 60% of respondents would be interested in Chamère and among those, almost 80% would add the brand to their collection, suggesting Chamèreʼs potential to grow the RTD category.
Quintessential Brands Global Brand Director Letizia Razzino said: “We are extremely proud to have brought to life Chamère, the Emily’s Kir Royal RTD cocktail, in such a short period of time and with such attention to detail.
“It’s been a pleasure to work with the team at Paramount and we are so thrilled to be able to launch Chamère as Season 4 of this Netflix sensational show is released this August.” ✈
