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Aiming To Replicate Ciroc’s Success, Diageo Partners With Pharrell Williams on Qream Liqueur

July 15, 2011

Mirroring its strategy for high-flying Cîroc vodka, Diageo North America has joined forces with hip-hop impresario Pharrell Williams on Qream, a new vodka-based cream liqueur. The super-premium Qream comes in two flavors—Strawberry Crème and Peach Crème—both of which are at 12.5% abv. According to Diageo, Williams was instrumental in the development of the new brand—from the taste and bottle design to the marketing and promotional efforts. Qream’s introduction will come through a series of events hosted by Williams this summer in New York, Los Angeles and Miami.

Qream represents Diageo’s latest effort at targeting female consumers. The company has developed other products squarely aimed at the female demographic—including Godiva Vodka—and released an array of products targeting male and female consumers equally, such as Jose Cuervo Light Margarita, Seagram’s 7 Dark Honey and Moon Mountain Vodka. Additionally, while Diageo NA’s Ketel One had previously been marketed almost solely to male consumers, the marketer is now taking a more inclusive approach with its marketing and advertising activities.

Diageo’s partnership with hip-hop mogul Sean “Diddy” Combs on Cîroc has paid huge dividends. While the upscale French vodka sold less than 100,000 cases annually in the four years before Combs became involved with the brand (in late 2007), Cîroc has since shown torrid growth, as sales reached 685,000 cases in 2010, according to Impact Databank.

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