Renowned among connoisseurs of old rums, the ancestral house Rivière du Mât draws new energy from the performance of its Arrangés which open the doors to a large audience in mainland France.
“Arrangés are an exciting market to express yourself ! » At Rivière du Mât, we are well aware that the distillery is evolving its “culture of Excellence” with the creativity demonstrated by the brand in the Arranged segment.. Rivière du Mât takes away a rejuvenated image which nevertheless benefits from the aura of elegance and high standards surrounding its old rums.. By joining La Martiniquaise, number two in the spirits market in France, Rivière du Mât has made a leap in its notoriety and its distribution outside Reunion Island. Its arrival in the Arranged segment, from 2016, brought him a new clientele, younger, more diverse, in mainland France and Reunion. The noble Reunionese name of rum attached to its terroir has been enriched with a more colorful and dynamic nuance thanks to the Arrangés. In Reunion especially, where the diversification of Arrangés benefits from Mascarin’s culture of innovation, model of inventiveness in the field of chocolate, who takes care of the Rivière du Mât brand on the island.
in the meeting
A two-scale score
on old rums
The strategy of the Martiniquaise was to create two series of Arrangés Rivière du Mât, distinct but complementary and sharing several scents. Moon, for the metropolis, now has seven references . The other for the Reunion brings together, between the three Classic ranges, Tradition and the Arranged Moment, fifteen references. Les Arrangés Rivière du Mât began their career in mainland France. In just five years, they took second place. The speed of success of the first three bottles (Caramelized pineapple, Tropical Vanilla, Roasted coconut) immediately placed the brand as a challenger to the creator of the category, Isautier. The discovery effect was also stimulated by intelligent marketing with, notably, the gift box bringing together the three perfumes in a small 20cl format. The formula : “Snack is to adopt” was played to the fullest. Advertising helps, the brand has thus made up part of its delay on the leader. In the meeting, it is this time in front of an informed public that the new brand of Arrangés has acquired its legitimacy on the Arrangés. Brilliantly passing his entrance exam in the segment, she found her place alongside Isautier and Chatel.
