Pernod S.A launches 51 Rosé04/15/2013
The new innovation from Pernod is a pink anise-based spirit, 51 Rosé, that features notes of grapefruit and red berries.
Pernod S.A launches a rosé version of its traditional anise-based 51: a reference available in a 70 cl format, which will appeal to the pastis aficionados, while also seducing a younger and more feminine population thanks to notes of pink grapefruit, strawberry, blackcurrant and raspberry. Its ABV is lower than the original 51: 35% instead of 45%.
“51 wishes to get things moving and bring a new experience on the market”, says Mathieu Deslandes, Marketing Director of Pernod. “We have been able to change the codes of pastis in the past four years thanks to our ‘piscine’ way of serving it, in a big balloon glass with a larger proportion of water and lots of ice.”
A campaign is on in bars, as well as in the social media.