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Left: Rhuby Founder and Owner Ylva Binder; Right: Rhuby enters travel retail with Nuance | |
After a major focus on the domestic markets, Rhuby has entered travel retail.
The Swedish all-natural rhubarb liqueur from Åkers Styckebruk, Södermanland, has made its travel retail debut with The Nuance Group in its native country Sweden.
Rhuby was introduced initially at the TFWA World Exhibition in 2011 when the brand’s Founder Ylva Binder faced trademark challenges by a larger player. Today, Rhuby remains the brand name worldwide for the Swedish-born entrepreneur.
Binder (nee Persson) previously headed global travel retail with William Grant and Son and was Marketing Director for the global Bacardi portfolio for many years. Now, after almost 25 years in the industry, she is running Rhuby, as Founder and Owner, out of Sweden.
“The launch into the travel channel has only been possible today,” explained Binder. “Firstly I needed to get home-base safe, generate other market interest to gain enough cash flow and be big enough to cope with the margin requirements of duty free and travel retail. Although having been gone from the [travel retail] scene (literally), I feel welcome back and people have their usual friendly faces.
“The domestic market for spirits does not offer the same premium trading environment this industry takes for granted. The mood of consumers allows for differentiation. I am a firm believer in the channel’s ability to create brands with global cachet. Having preached innovation, luxury and premiumisation for the channel for years, Rhuby is my response with all the intricacies and innovation, lending itself to gifting and that special occasion travellers seek.
“I was often quoted comparing the cosmetics and fragrance business to spirits, meaning the spirits category had stagnated. I hope Rhuby proves otherwise and breaks out of this mould.”
Rhuby is entering the ordinary assortment with Swedish liquor monopoly Systembolaget in June 2013, hitting the shelves nationwide in Sweden.
Rhuby is available in the US via Charmers Sunbelt and in the UK via Coe Vintners.
In 2012 Rhuby won Best New Product Introduction by UK trade journal Drinks Business.
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Rhuby liqueur is enjoyed neat on the rocks and has low sugar content |
Return to the travel retail channel
Speaking about her return to the travel retail channel – now the mother of twins – Binder said: “The beauty is the network and experience I have built up over the years. I call them angels. People spanning across 20+ years of my career having helped enormously and opened doors I would otherwise not been able to open up. I find guestrooms along the way and the low-cost airlines makes it possible to be international, ensuring costs are kept at a minimum and all efforts placed on building Rhuby.”
In philosophical mood, she added: “However, success does not come without challenges. I tend to see this as mere obstacles having to be overcome. Difficulties are placed in front of us to teach us something valuable for the future. With this mind-set there is nothing impossible and the importance is to get up every day and continue with what you believe in and work with the people you respect and like.”
Nuance Core Category Manager Alexandre Binder commented: “It is important for the airports to stock local products, making the assortments interesting for the travelling consumer. Rhuby fits the profile of gifting and the premium pack with its distinctive pink colour makes a statement on-shelf, attracting a female audience into the liquor category.”
Rhuby supports the Pink Ribbon charity via a foundation set up by the founder of “˜Pink Your Drink’, which runs an all-female bartender competition every year and works with retailers and the on-trade to raise funds.
Binder, having been one of the initial founders of WIT (Women in Travel), is establishing www.friendsofrhuby.com which is a female-only networking site.
Rhuby is enjoyed neat on the rocks like a good whisky – with low sugar content and the natural tartness of rhubarb, smoothed by bourbon bean vanilla.
Binder’s cocktail recipe suggestion is as follows:
Shake Rhuby over ice with a little basil in the shaker and pour straight into a martini cup. Decorate with a basil leaf. The martini glass is used to add elegance and respect to the liquid – “like an evening gown”, she added.
Tasting notes
The distinct tartness of rhubarb comes through mid-mouth, with an initial smoothness from the bourbon bean vanilla. The long, silky finish lingers, highlighting sharpness from the natural rhubarb petioles (leaf stalks). At 40 proof (20%abv) the liquid is said to offer a mature and elegant flavour profile. The low sugar content provides a light serve, ideal for consumption neat.
For details, contact Ylva Binder at ylva_persson@yahoo.co.uk
Visit www.rhuby.se
