September 20th, 2006 (03:30 pm)
i'm feeling a bit: curious
listening to: Lost Highway Sdtk.
Karla ********
Marketing: W 7-10p
Analyze: liqueur: how influenced in micro- and macroenvironments; where is it heading?
Liquor is not a new product, nor is it a fading trend. Almost every culture is represented, in one way or another, in the world of alcoholic drinks:
Italy: Frangelico, Anisette, or Sambuca in coffee (espresso)
Spain: Triple Sec (or homemade simple syrup) in Sangria (includes wine)
Mexico: Margarita: Triple Sec (or homemade simple syrup) with lime juice and tequila
Japan: Sake
Britain: Mead
Liqueurs, or cordials, are a stable part of the industry of alcohol, partly because of their being engrained (pun intended) in a culture, but also because trends (in fashion, music, literature, et al.) can boost their popularity. In the macro environment, for example: around the western world, the martini (which originated in the US) is a symbol of sophistication (as opposed to drinking, let’s say, a Bud Light), it says you’re up to date [and, hopefully, can handle your liquor]. You can drink a martini straight (gin or vodka, with vermouth) or flavored (with Cointreau, Grand Marnier, Pucker, etc); How you take your martini can, to some people, indicate who you are. A high-maintenance woman might drink a Cosmopolitan (it’s pink, vodka flavored with Cointreau, cranberry juice, and a squeeze of lemon/lime). A manly-man might drink an extra-dirty martini (it’s cloudy, vodka or gin flavored with extra dry vermouth, lots of olive juice, and a few olives). The “I stick to traditions, none of this stylish crap for me” type might drink it with no additives or flavoring (straight gin or vodka with vermouth). It’s up to the liqueur manufacturers, such a specific sector of the liquor industry, to stay on top of these trends, and market the products accordingly.
The influences of a macro environment are typically out of the hands of the business owners -- a prominent figure, say, may be seen in a movie or in a music video [or even a character in a book], drinking a fancy beverage, flavored with liqueur. The fans very well may go and seek out this drink for themselves. This translates directly to the micro environment:
The business who manufactures the liqueur: oh boy, are they ecstatic, because suddenly, solicited or not, they have a spokesperson, and a role model for the masses to follow.
For the bars who decide to serve and market their offering of this drink: people will think that this establishment is quite up-to-date, and that there must fashionable people hanging out there as well
Where do the liqueur-producing companies go from here? Certainly, the liqueur sector has not changed much, and is upheld by its trusty old favorites. Yes, there has been a spattering of new flavors – but the key is in the new and improved APPLICATIONS of these flavors that keeps the companies rolling forward.