Pernod’s Tequila Avión Extended With New Espresso Liqueur

Ultra-premium Avión Tequila, part of the Pernod Ricard USA portfolio, is being extended with a new Avión Espresso liqueur. The new entry combines Avión Silver with Italian espresso, and will launch nationwide beginning this month, priced at $24.99 a 750-ml. bottle. Avión founder and chairman Ken Austin tells Shanken News Daily that the extension will be aimed at the on-premise, where its versatility and mixability will be touted.

“Espresso is at a much more approachable price point, versus Avión Silver,” Austin says, adding that he expects the new variant to have a halo affect on the overall brand. Avión’s portfolio also includes Silver, Reposado and Añejo expressions priced at $40-$50, $45-$55 and $50-$60, respectively.

Avión Espresso is priced to compete directly with another Tequila-coffee liqueur of note, Patrón’s XO Cafe, an Impact “Hot Prospect” that sells over 100,000 cases in the U.S. annually.

Avión Tequila is growing from a small base, with the on-premise comprising roughly 55% of the brand’s overall business. Young consumers are propelling growth, with increasing contributions from the African-American and Hispanic demographics.

Pernod Ricard, which acquired worldwide distribution rights to Avión as well as a minority ownership stake in the brand in the summer of 2011, is backing it with above-the-line support. The company launched the first TV campaign behind the brand last spring, targeting national networks like ESPN and E!, among others, under the “Choose Pleasure” tagline. Austin says Avión’s spend will continue to rise this year, as the company ups its focus on innovation in both the new product and marketing areas.

Tagged : Pernod Ricard, spirits, Tequila

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