Global Brands aims for indulgent on-trade experience at home with gold infused liqueur

New indulgent liqueur

New indulgent liqueur

Global Brands has launched a gold infused liqueur called Jungfrau Gold Edition to tap the growth in indulgent nights in.

Global Brands’ marketing director, Simon Green, said: “Jungfrau Gold Edition is creating the ultimate celebration moment with its premium new gold infused liqueur.

“Cinnamon and gold flaked liqueurs are growing at +17%, one of the biggest growths in the liqueur category. Consumers are going out less and spending more on ‘big nights in,’ with 55% drinking at home for a special occasion. They’re prepared to pay more to recreate an indulgent, on-trade experience at home, and the finest liqueurs give a perfect base for innovation. This increased spend has encouraged a surge of the ‘Weekend Millionaire’ trend, and nothing says lavish lifestyle more than drinking a gold infused liqueur.

“The Gold Edition is an extension of an already successful herbal liqueur, Jungfrau Krauter Likor, offering a great opportunity to offer a luxury brand at competitive prices to maximise profit.

“Cocktail serves are a huge part of this trend, growing at 36% in the on-trade, recreated at home for a ‘big night in’. Flaked with real 23 carat gold leaf and flavoured with cinnamon, Jungfrau Gold Edition lends itself perfectly to luxury cocktails, plus provides a beautiful gifting idea.

“The millionaire experience goes further than just the liquid however; packaged in a stunning clear glass bottle backed by the brand’s trademark glittering mountains, the floating gold flakes give an eye-catching twinkle.

“The brands which invest and innovate are the ones that will succeed, and our new Jungfrau Gold Edition is a glittering example of premium originality and design.”

Jungfrau Gold Edition will be available to the trade from November 2013.