Global Brands has stepped up its NPD efforts with the launch of two new-to-market liqueur brands.
The Derbyshire-based supplier behind household brands including Hooch, Franklin & Sons and VK has unveiled Asuki, a Japanese-inspired liqueur, and Nottari Sambuca, an Italian liqueur.
Asuki had been developed to “meet growing consumer demand for Asian flavour cues, lower-abv serves, and premium drinking occasions”, Global Brands said.
Initially, it will roll out in two 17% abv variants – Yuzu Citrus and Cherry Blossom (rsps: both £18/50cl).
Yuzu Citrus was designed to bring “energy and freshness to spritz and long serves”, while Cherry Blossom brought “serenity and elegance to highballs and martini-styled cocktails”.
With the launch of Asuki, Global Brands had “identified a clear opportunity for a culturally inspired, design-led liqueur that feels premium yet accessible”, said head of brand Craig Chapman.
“Low-abv liqueurs are outperforming higher-strength alternatives, reflecting growing demand for drinks that deliver on flavour and quality without excess strength,” Chapman said. “At the same time, the spritz occasion is now firmly established in the home, and Asuki gives retailers a culturally relevant, designed-led proposition that taps into Asian flavour momentum.”
Meanwhile Nottari had been developed to get consumers to “re-engage with sambuca and bring the category out of the shadows”.
Its lineup comprises a “crystal clear and aromatic” Bianca and a “deep and dark” Nero with “rich liquorice intensity” (rsps: both £20/70cl).
“Go into any pub, bar or club in the UK and you’ll find sambuca, but quite frankly the category is boring,” Chapman said. “For too long, it’s been stagnant, with traditional brands that have done very little to engage with consumers – so it’s no wonder the category is in decline.
“However, we feel Nottari can bring some new attitude and energy, [and] disrupt at the point of purchase to convert people… We’re not reinventing the wheel, but we are giving it a shot of adrenaline.”
Both Asuki and Nottari are available now via Global Brands’ Good Time In DTC platform, and on Amazon.
No comments yet