Product Manager at Bacardi Martini, Delphine Prot explains the ins and outs of the launch in France, and now in Reunion, of a product that stands out from the competition on several points.
What is hard seltzer ?
This drink comes straight from the USA where it thrives, and this is not about to stop, on the contrary. Still unknown a year ago, hard seltzers are now sweeping across France. But French consumers do not necessarily have in mind what this term designates. : alcoholic and flavored sparkling waters. These drinks generally contain between 3° and 6° alcohol and are enjoyed very cold., which ultimately makes it a perfect alternative to beers and wines during aperitif moments. They come in a portable format in cans or glass bottles of 25 or 33cl for more practicality.
Why launch this drink in France and now in Reunion ?
Because we listen to our consumers ! Today we observe, more than ever, that French people in mainland France and overseas want to consume more responsibly. They are turning more and more towards local products, more qualitative, more natural... This is why we chose to launch Plume & Petal, because our products are totally in line with this underlying trend : they are made from natural fruit flavors, without preservatives, without artificial colors and sweeteners. Beyond that, the launch of the brand is 100% part of “slow drinking”, an approach launched by Bacardi-Martini France in 2012, advocating responsible consumption.
What is the target of hard seltzers? ?
Nos hard seltzers Plume & Petal is aimed at a large part of the population, namely young adults., between 25 and 35 years old.
How does your offering stand out compared to competitors in the market? ?
In just two years, around thirty brands have arrived on the French market. The challenge here is therefore to make one’s place. Plume & Petal is first of all a hard seltzer based on neutral alcohol, that is to say a grain alcohol that could be compared to vodka without the same alcohol level obviously unlike the majority of offers on the market today which are produced from a fermentation process (beer type). And then the Bacardi Martini group put all its expertise in the creation of spirits and cocktails into the development of these two flavors Lemon-Lime and Raspberry-Lime, to offer our consumers a lively and frank experience on the palate with a subtle balance between citrus acidity and roundness of red fruits. To finish, Plume & Petal stands out for its low calorie content : 63 kcal for 250 ml or 25 kcal for 100 ml. We are the second lowest calorie offering on the market and this is a criterion that is increasingly being looked at by consumers..
How to taste and where to find Plume & Petal ?
Plume & Petal can be enjoyed simply from the can or in a cocktail glass that can be garnished with fresh fruit.. But whatever way you consume it, it must always be very fresh ! Our products are now available in Reunion, a market in which we have great ambitions ! Since August, Elidif teams distribute Plume & Petal in the best CHR establishments on the island and you can also find Plume & Petal throughout local retail.
