Jungfrau goes for gold

21 October, 2013

Global Brands has become the latest spirits company to launch a liqueur laced with gold.

Jungfrau Gold Edition is a cinnamon variant of the herb liqueur with 23-carat gold flakes.

It comes in a clear glass bottle backed by glittering mountains.

Marketing director Simon Green said: “Cinnamon and gold-flaked liqueurs are growing at 17% (CGA), one of the biggest growths in the liqueur category. Consumers are willing to pay a premium for new and innovative brands, spending 4.2% more when they go out, according to the Zolfo Cooper Leisure Report, and the finest liqueurs give a perfect base for innovation. 

“This increased spend has encouraged a surge in the ‘weekend millionaire’ trend, and nothing says lavish lifestyle more than drinking a gold-infused liqueur.”

Global Brands recommends Jungfrau Gold Edition wth Kahlua and Espresso, topped with a dusting of cinnamon, to make an Espresso Martini Gold. 

It will be available from November.

The launch is the latest in a series of cinnamon-and-gold liqueurs, including Goldschläger, Bols and Smirnoff Gold.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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