Quintessential Brands today has announced the launch of its premium Kir Royale RTD cocktail Chamère, in collaboration with Paramount and MTV Entertainment Studios, the producers of the hit Netflix series, Emily in Paris.
Created by executive producer Darren Star (Younger, Sex and the City, Beverly Hills 90210), Emily in Paris revolves around Emily, an ambitious twenty-something marketing executive from Chicago, who unexpectedly lands her dream job in Paris. Her new life is filled with intoxicating adventures and surprising challenges as she juggles work, friendships, and romance.
During Season 3 of Emily in Paris, Emily tasted and loved the French cocktail Kir Royale and pitched it as an RTD to her agency clients. Consumers picked up on the idea of a ready-to-drink version of the French cocktail and the Kir Royale became one of the most searched for cocktails online, with consumers suggesting this could be the new Spritz, becoming an overnight viral sensation.
Now, Quintessential Brands has brought the Chamère RTD to life with a sophisticated packaging design that encapsulates the Emily in Paris aesthetic.
The new Chamère ready-to-drink cocktail is 10.5% ABV and is available in three SKUs.
The 250ml can (RRP from £4.00) and the 20cl (RRP from £7.95) and 75cl (exclusive to Travel Retail) bottles feature the words ‘Kir Royal’ which is the French spelling of Kir Royale. The packaging was developed in collaboration with Paramount and Sunhouse Creative agency.
Chamère is tapping into the growing trend for premium ready-to-drink cocktails and is rolling out to grocery, convenience and wholesale sectors in the UK as well as other markets across the EU, US, Australia and Global Travel Retail.
Chamère’s launch will be supported by a full marketing campaign by Quintessential Brands.
Results from consumer research carried out by Quintessential Brands in the UK have shown that consumers would choose the Chamère brand for social occasions and they perceive it as a drink that is fun. More than 60 per cent of respondents would be interested in Chamère and among those interested, almost 80 per cent would add Chamère to their repertoire, being a good indicator of how Chamère will contribute to growing the RTD category.
“We are extremely proud to have brought to life Chamère, the Emily’s Kir Royal RTD cocktail, in such a short period of time and with such attention to detail,” Letizia Razzino, global brand director at Quintessential Brands, said.
“It’s been a pleasure to work with the team at Paramount and we are so thrilled to be able to launch Chamère as Season 4 of this Netflix sensational show is released this August.”
The season 4 of Emily in Paris will start streaming on Netflix on 15 August.
