Pernod Ricard launches 51 Rose in South of France airports

Kapila Gohel

28-Jul-2013

The new spirit will launch in the home of Pastis 51 at Marseille Provence and Lyon–Saint Exupéry airports

Liquor supplier Pernod Ricard Travel Retail Europe has launched a new rosé anise-based spirit to its Pastis category available exclusively with French operator Aelia in travel-retail. The new spirit Rosé 51 accompanies Pastis 51 in disruptive sampling activations held by the brand in Marseille Provence and Lyon–Saint Exupéry airports this summer.

The summer campaign at Marseille Provence merges Pastis 51’s Piscine 51 promotion at its kiosk with 51 Rosé and showcases a portfolio activation giving travellers the opportunity to sample the new spirit and purchase in-store. With notes of pink grapefruit, strawberry, blackcurrant and raspberry and a lower ABV (35%) than the original Pastis 51(45%), 51 Rosé (70cl) targets younger female consumers as well as Pastis aficionados.

A refreshing long drink served in the signature Piscine cocktail, Pastis and water is a popular French summer aperitif consisting of one part Pastis 51 or 51 Rosé and seven parts water topped up with ice cubes in the Piscine glass. Shoppers will receive a choice of gift including the Pastis carafe and Piscine glasses upon purchase.

Pernod Ricard Travel Retail Europe assistant brand manager Libby Wilding said: “We are delighted to launch 51 Rosé in disruptive and engaging activations in Pastis 51’s homeland; the South of France. 51 Rosé is the ideal sharing drink for French holiday maker.”

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