Printer Friendly

NEW STRUMMER'S FRUITED RUM ENTERS U.S. TEST MARKETS IN APRIL; AUTHENTIC JAMAICAN RUM FROM MONSIEUR HENRI TO 'STIR UP' SPECIALTY RUM CATEGORY

 WHITE PLAINS, N.Y., April 19 /PRNewswire/ -- Monsieur Henri Wines, Ltd. has begun test-marketing new Strummer's Fruited Rum from Jamaica in several markets across the U.S. Designed to compete in the booming specialty rum category, Strummer's will initially be sold in Massachusetts, Rhode Island, Maryland and Washington, D.C.
 Consisting of authentic Jamaican rum, carefully blended for a rich, smooth taste, combined with a delicious blend of banana, pineapple, mango and passion fruit flavors, Strummer's is produced by the world- renowned Jamaican beverage firm of Desnoes & Geddes of Kingston, and exclusively imported to the U.S. by Monsieur Henri Wines of White Plains, N.Y.
 Strummer's will enter one of the few spirits categories to show strong gains recently. Led by Captain Morgan, specialty rums have posted double-digit growth every year for the last six years, surpassing 1.1 million cases in 1992.
 "By bringing some real product innovation and a true point of taste difference to the specialty rum category, we're going to turn up the heat in an already hot spirits segment," said Bill Hober, president of MHW. "Strummer's will not only convert current specialty rum drinkers, but will also bring in a whole new group of consumers to the category." Unlike the current category leader, Strummer's uses real Jamaican rum and is fruit-flavored instead of spiced. In extensive blind-taste testing, consumers have preferred Strummer's to Captain Morgan by more than 50 percent.
 Strummer's Fruited Rum will be launched with a full complement of advertising and promotional support. The ad campaign, developed by long-time MHW agency Calet, Hirsch & Ferrell of New York, uses the tagline: "Strummer's: A More Fruitful Rum," with whimsical images of tropical-fruit-laden beach and party scenes. The ads are designed to convey the feeling or an exotic Caribbean vacation, while communicating the key brand attributes of an authentic rum with real fruit flavor, as well as the fun and sociability of a great party rum. Calet, Hirsch & Ferrell also created the brand's package design and name.
 In order to build rapid awareness, out-of-home advertising will be carried on bus-sides and billboards, with maximum exposure at beach resort areas. On-premise promotional support will also use the beach vacation theme of the ads, with sampling events focusing on the brand's Jamaican heritage and party flavor.
 In the off-premise channel, promotional activity will support all five major package sizes (1.75-liter, 1-liter, 750 ml, 200 ml and 50 ml). Merchandising will also utilize the brand's strong Caribbean imagery, as well as specially-developed tropical fruit candies to sample consumers in-store with the unique Strummer's flavor.
 "Strummer's gives us an outstanding opportunity to broaden the Monsieur Henri line of premium imported spirits," said Hober. "We'll be able to leverage our substantial selling and marketing skills that we've developed in the imported vodka business and bring that expertise to another spirits category."
 In addition to Strummer's Fruited Rum, Monsieur Henri Wines is also the exclusive importer of Stolichnaya Russian vodkas, including Stolichnaya vodka, Stolichnaya Cristall vodka, and Stolichnaya flavored vodkas. MHW is also the importer of Priviet Russian vodka (currently in test market) and a variety of top-quality Eastern and Western European wines.
 -0- 4/19/93
 /CONTACT: Lisa Kovitz of Hill and Knowlton, Inc., 212-697-5600 or Stuart C. Ross, 914-253-3777, both for Monsieur Henri Wines/


CO: Monsieur Henri Wines, Ltd. ST: New York IN: FOD SU:

PS -- NY023 -- 7194 04/19/93 09:06 EDT
COPYRIGHT 1993 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1993 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Apr 19, 1993
Words:566
Previous Article:COREL'S NEW PRICING STRATEGY INVITES ENTRY-LEVEL, PRICE-SENSITIVE GRAPHICS SOFTWARE AUDIENCE
Next Article:e/ -- Intelligent Surgical Lasers, Inc. (NASDAQ: ISLS) announced today promising results from clinical studies conducted at the University of...
Topics:


Related Articles
SEAGRAM COMPLETES SALE OF TRADEMARK RIGHTS TO SEVEN DISTILLED SPIRITS BRANDS
THE HOUSE OF SEAGRAM NAMES ARTHUR SHAPIRO SENIOR VICE PRESIDENT OF MARKETING
THE HOUSE OF SEAGRAM NAMES ARTHUR SHAPIRO SENIOR VICE PRESIDENT OF MARKETING
JIM BEAM BRANDS CO. EXPANDS RUM PORTFOLIO WITH DON Q AND PALO VIEJO
Target Marketing & Promotions Mixes It Up for Malibu Coconut Flavor Rum.
RUM ON A ROLL.
Brown-Forman Acquires Marketing and Distribution Rights For Appleton Estate Jamaica Rums.
BACARDI U.S.A., Inc. Set To Expand Its Product Line in September Adding Tequila Spiked Rum, CICLON(TM) To Mix; Echo Boom Generation Targeted as...
Diageo Inks New Daring Black Spiced Rum: Captain Morgan Tattoo(R).
Diageo Inks New Daring Black Spiced Rum: Captain Morgan Tattoo(R).

Terms of use | Copyright © 2017 Farlex, Inc. | Feedback | For webmasters