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DeKuyper Re-Positions Its Portfolio |
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Tuesday, 15 July 2008 |
DeKuyper, a best-selling line of cordials and liqueurs in the US, announced a breakthrough approach to segmenting the liqueurs category to take place beginning February 2008. The brand is organizing its portfolio of products into five families in an effort to simplify the category and the consumer shopping experience.
Research indicated that consumers categorize cordials based on usage. As a result, DeKuyper has organized its nearly 60 products into flavor and usage-based families to make it easier for consumers to shop the category and retailers to stock their shelves.
"We are pleased to offer our consumers a solution to the chaos of the cordials category," says Chris Mahoney, senior director, DeKuyper. "Organizing our products into five families will help simplify consumers' shopping experience by identifying what product they should buy based on how they plan on using DeKuyper. One of the advantages of family segmentation is that if consumers know how to use one flavor within a family, they will know how to use all the flavors within a family."
The new families, DeKuyper Luscious, DeKuyper Burst, DeKuyper Pucker, DeKuyper Signature and DeKuyper Flavored Brandy, are based on flavor profile and whether the liqueur is used as a mixer, sipper, shot or after-dinner drink. New product packaging and merchandising that reflects each family will support the re-positioning of DeKuyper into the product families.
The new families are:
Luscious: These fruit flavors can be a good mixer for a cocktail. Luscious drinkers tend to be females who enjoy natural fruit flavors. The Luscious family includes flavors like Peachtree and Raspberry Rush along with the recently launched Red Apple, Pomegranate and Tropical line.
 Burst: The Burst family includes flavors such as Buttershots, Hot Damn!, Sizzlin, Cinnamon and Blustery Peppermint that deliver intense explosions of flavor and are most often used as shots. Typically, men and women enjoy Burst flavors and their bold intensity.
Pucker: The Pucker family includes nine sweet and sour flavors most commonly used as mixers, but also can be used as a shot. The Pucker family includes Sour Apple, Watermelon and Strawberry. Pucker drinkers tend to be females who like drinks with fun colors and flavors.
Signature: Signature features classic bar staples for the male or female who tend to be more knowledgeable about creating cocktails. The Signature family features professional-quality mixers such as Triple Sec, Amaretto Silk and Vanilla Delight.
Flavored Brandies: The Flavored Brandy family includes classic sippers such as Blackberry, Peach and Coffee. Brandy consumers are those that typically enjoy quieter occasions shared with quality spirits.
New packaging will be introduced to support the distinct use and feel of each family. Based on initial test-market research, the new packaging outperformed other liqueurs packaging by 22 percent.
The new packaging will begin to hit store shelves in March 2008 and will be supported by significant merchandising efforts to help retailers organize the entire liqueur aisle. In addition, DeKuyper will utilize trade advertising to increase awareness of the five families. The DeKuyper website, www.dekuyperusa.com, will also be refreshed to accompany the family launch.
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