Beam Suntory Looks On-Trade To Boost Midori Liqueur

Beam Suntory is projecting mid- to high single-digit growth for its Midori melon liqueur this year from a base of 83,000 cases. Owned by Suntory, Midori was handled by Campari America in the U.S. until midway through 2014, when it transitioned to Beam Suntory. A decade ago, Midori sold as much as 140,000 cases annually, according to Impact Databank.

Brendan Lynch, Beam Suntory’s director of rum and cordials, tells SND the brand is gaining traction due to its recently launched “Moshi Moshi” marketing campaign and increased investment in the on-premise, where Midori does around two-thirds of its business. Moshi Moshi, which means “hello” in Japanese, highlights Midori’s ties to Japanese culture and is targeted at men and women in the 25-35 age range.

The East Coast—particularly Boston and New York—has been Midori’s strongest region historically, but lately cities like Miami, Las Vegas, Dallas and Houston have been showing gains. While playing to Midori’s strengths in high-end, mixology-focused accounts, Beam Suntory is also looking to demystify the liqueurs category for consumers at retail with educational initiatives. “The cordials aisle is incredibly complex and overwhelming for consumers. Education is the key challenge to address,” says Lynch.

Tagged : Beam Suntory, Campari America, Midori

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