17 July 2015
International Drinks Group Quintessential Brands announces the launch of an exciting new international marketing campaign for the iconic Alizé brand – Alizé Louder. Managing the new campaign is the newly appointed International Alizé Brand Manager, Jay Orlean-Taub, who recently joined the company from Diageo.
Alizé, a blend of exotic fruit, French Vodka and Cognac, has a rich history in Hip Hop music and was endorsed and rapped about by Tupac Shakur, Biggie Smalls and Jay Z, with great success in the 90‘s. Following the brand’s recent acquisition, Quintessential Brands has developed a marketing strategy which fits Alizé into the modern music landscape. Lizzy Johnson, Global Brand and Marketing Director at Quintessential Brands comments: “We wanted to unlock the brand’s intrinsic equity and heritage and have appointed the specialist fan-focused marketing agency, Ear to the Ground, to help us understand music fans and build the brand for a new generation.”
The Alizé Louder campaign will focus on the brand’s music heritage, re-presenting it to a new audience as a relevant and credible drink. Alizé is working with cutting-edge urban music artists and broadcast partners around the globe to reach its target audience. Jay says: “We have recently secured an exclusive partnership with Rinse FM, the UK’s hottest urban music platform, giving Alizé unrivalled access to content and events across the UK. The first showcase event will be the Alizé Louder Bar at the Rinse FM stage, during the Notting Hill Carnival in London this August. Watch this space, Alizé is going to be making serious noise!”
Jay started on the Diageo Graduate Scheme in September 2010, working across sales, marketing and innovation. He then spent a year working in regional innovation for Africa, covering beer and value spirits and most recently worked on Guinness Europe as Brand Manager, focusing on re-launching Guinness original.
Notes to Editors
Alizé is produced by Lafragette & Legier SA (L&L), the Quintessential-owned company, based in South West France. L&L is one of France’s leading manufacturers of fine French spirits including fruit liqueurs, Armagnacs and Cognacs.
#AlizeLouder Twitter: @AlizeLouder
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ABOUT QUINTESSENTIAL BRANDS
Quintessential Brands owns an award-winning portfolio of world-class spirit brands, which is powered by a strong entrepreneurial vision and passion for innovation, backed by centuries of handcrafted distilling expertise.
Quintessential Brands Group was established in 2011 with the acquisition of G&J Distillers, the UK’s foremost gin distillery, which evolved from Thomas Dakin’s original 1761 operation and now produces an unrivalled quality gin selection. In Ireland, Dublin Liberties Distillery is our home of modern Irish whiskeys and First Ireland Spirits in Abbeyleix crafts award-winning Irish creams. Our French hub, L&L France, creates fine French fruit liqueurs, cognacs, brandies and vodka.
For more information, please contact the communications team at Quintessential Brands by e-mail: [email protected]
