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Diageo Takes Zwack At Jägermeister
New Products: Growth-Hungary Diageo Takes Zwack At Jägermeister
Company imports authentic challenger brand to take on German spirit. March 05, 2007 By Kenneth Hein After more than 200 years, Zwack, the national shot of Hungary, has finally found its way to the U.S. as Diageo's would-be Jägermeister killer. Diageo hopes the super-premium liqueur distilled from more than 40 natural herbs and spices will pose one of the first real threats to Jägermeister, which is projected to become a top-10 spirits brand this year. It is building on the 2.9 million cases it sold last year, per Impact, New York. To date, the "high energy" shot hailing from Germany has been a category unto itself. However as Diageo continues to roll out Zwack, that may change. "There certainly is plenty of room in the space. It's not like vodka where it is overcrowded," said Piers Fawkes, trend analyst for PSFK, New York. "People are always up for something new and interesting." Zwack isn't exactly new. The Zwack family brewed up its secret recipe in 1790. 88 years before Jägermeister's introduction. Making Zwack involves a complicated process including oak aging for six months to which only the women in the Zwack family are privy. "My mother or myself has to be there when the herbs are being mixed to make sure the secrecy remains," said Izabella Zwack, global brand ambassador based in Budapest. Will the process slow down production should the drink catch on nationally in the U.S. (it is currently in New York and Ohio)? Zwack said: "We survived two world wars and the Nazis; we'll survive a very aggressive sales forecast." Sidney Frank Importing, which imports the Jägermeister brand, declined comment. Jägermeister will continue marketing activities around music (it will be at Ozzfest and other festivals with JVC Mobile Entertainment) and its sponsorship of the National Hot Rod Assn. To promote the brand, Zwack is taking a comedic approach using the Borat-esque tagline, "Zwack is most good," which is the exact translation from the existing Hungarian tagline. Outdoor ads read: "Synchronized embroiderers say Zwack is most good. Be most good. Be safe when you drink." Other Zwack ads feature testimonials from salami archers and champions of mustachery. Kirshenbaum Bond & Partners, New York, handles. Much like the Jägerettes, on-premise activities starring attractive Zwomen will support. The Zwackster, a branded vintage European car, will hit launch cities. And an online viral campaign will launch in the next six months showing faux clips from Zwack's history. Zwack retails for $22.99 for a 750ml bottle. Tom Herbst, director of innovation for Diageo, said the authenticity of the brand has made his job easier. "Zwack is a marketer's dream. You sit around conference room tables late at night trying to come up with cool bottles and cool names; with Zwack it's already been done. It's got a classic round bottle design and a name we couldn't make up if we tried." # # # Find this article at: http://www.brandweek.com/bw/magazine..._id=1003553358 |
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