Pernod Ricard brands Absolut and Kahlúa this month collaborated with singer-songwriter Sabrina Carpenter on an espresso martini kit that taps into the trend around the long-lasting cocktail and the pop star’s Billboard hit “Espresso.” The partnership speaks to how brands can team with cultural figures to remain on trend, especially through the holiday period.
“We’re continuously searching for unique ways to satisfy consumers where they’re, and this 12 months, we felt that a partnership with Sabrina Carpenter … was an authentic and culturally relevant strategy to get people enthusiastic about drinking Espresso Martinis,” said Caroline Begley, vp of promoting for Absolut and Kahlúa, in emailed comments.
The espresso martini was created within the Nineteen Eighties and has seen a revival in the previous couple of years by younger drinkers getting in on a Gen X classic. Across off-premise, sales of espresso martini ready-to-drink cocktails were up 252% in 2023, in keeping with NIQ data cited by Bevnet.
“It’s no secret that the Espresso Martini is each timeless and the cocktail of the moment,” Begley said. “Our brands have played an integral part within the Espresso Martini’s history, which stays trendy today due to its modern versatility and innovation.”
The Short n’ Sweet Espresso Martini Cocktail Kit — named after Carpenter’s recent album and tour — includes 375ml bottles of Absolut and Kahlúa, a can of Owen’s Espresso Martini Mix, a coupe glass and an edible cocktail topper shaped after the singer’s signature kiss mark. It is accessible through ReserveBar.com for $85 while supplies last.
To tap into the continued interest across the drink, the Pernod brands built on their status because the official spirits sponsor of Carpenter’s U.S. tour (which wrapped on Nov. 18) with a cocktail kit intended to bring the experience to a wider, at-home audience. The move comes during a vacation season during which consumers are expected to put an even bigger concentrate on experiences like hosting gatherings, per Deloitte’s 2024 holiday retail survey.
“Whether getting together with friends at a concert or hosting a vacation celebration to observe a brand new show, popular culture is inherent to the drinking occasion of those brands and cocktails,” Begley said.
To promote the partnership, the brands are specializing in social media. Along with influencer content, Pernod is running creative on Meta that showcases a behind-the-scenes shot of Carpenter with an espresso martini on tour. Plus, Begley teased the potential for the drink making a “frothy cameo” during Carpenter’s upcoming holiday special, which can premiere on Netflix on Dec. 6.
Absolut has previously made espresso martinis a part of its marketing. The drink in 2022 was one in every of the color-coded, cocktail-inspired characters in “The World of Absolut Cocktails,” a campaign that was the brand’s biggest global effort in over a decade. Absolut in 2021 rented out decorative table kits to assist consumers prepare for holiday gatherings.
Parent company Pernod Ricard’s net sales saw an organic decline of 1% for the fiscal 12 months ending June 2024 amid economic and geopolitical uncertainty and a spirits market normalization following two years of post-pandemic growth, per its most up-to-date earnings report.
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