Camus says Hello Kitty

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Exclusive to TRW: By Martin Moodie

Innovative liquor company Camus has launched a twin-pack of Hello Kitty wines as a DFS Group exclusive. Hello Kitty has been a brand phenomenon with young Japanese women for over twenty years. The cartoon character has been branded on a huge range of goods from wallpaper to watches, cars and fashion accessories.

The twin-pack of 35cl bottles of Bordeaux Superior wines is retailing in DFS stores for $35-$40. So far it has been launched in Hawaii, Guam and Saipan and goes on line in Singapore Changi airport this week.

"The initial response has been very positive," said Camus marketing director Cyril Camus. "A lot of Japanese girls grew up with Hello Kitty over the past 26 years and they're exactly the group of young Japanese women we are targeting."

The brand is enjoying growing popularity elsewhere in Asia and also in some European countries such as Italy.