Press Release Archives
Hiram Walker® Liqueurs Launches Pumpkin Spice -- A Seasonal Liqueur To Spice Up Fall Holidays
Available for a limited time only, Hiram Walker Pumpkin Spice hits retail October 1
Purchase, N.Y., (August 13, 2007) – Hiram Walker®, the classic, diverse line of premium liqueurs, schnapps and flavored brandies, is stepping up its long tradition of innovation by pulsing the market with a unique and seasonally influenced liqueur – Hiram Walker Pumpkin Spice – the latest new flavor to join the ever-expanding family of Hiram Walker liqueurs made with only the finest all natural flavors. Hiram Walker Pumpkin Spice will hit retail stores and on-premise establishments October 1, just as the autumn leaves start to turn and consumers start to plan for fall holidays.
Pumpkin Spice will be available for a limited time – October and November - when the unique flavors of pumpkin and spice rule Halloween and Thanksgiving celebrations. The launch of this new Hiram Walker Liqueur flavor capitalizes on the soaring popularity of flavored cocktails and reinforces Pernod Ricard USA’s commitment to solidifying Hiram Walker’s position as a leading player in the dynamic cordials category.
“Flavor is king,” says Ron Zussman, Brand Director for Hiram Walker at Pernod Ricard USA, “and what better flavor to offer during the fall season than Pumpkin Spice. It adds relevance and excitement to any drink menu, provides a range of options for at home entertaining and, best of all, helps drive incremental spirits volume by including Halloween and Thanksgiving as part of the holiday selling season. Research shows that Halloween and Thanksgiving have become more important consumer and retailer holidays over the past couple of years. As a result, retailers are dedicating more floor and display space to Halloween themed items. Consumers are also spending more money on their Thanksgiving celebrations – an average of $10 per person is spent on wine, spirits and/or beer for Thanksgiving alone. We believe we have a winning flavor that will be available at the perfect time.”
Like all 39 Hiram Walker flavors, Pumpkin Spice is made with all natural flavors for a fresh and authentic taste experience. It has a graham cracker, vanilla, cinnamon/nutmeg, pumpkin pie taste with a deep orange brown color. “It is amazing how versatile this product is,” says Zussman. “It mixes well with just about any spirit and the recipe ideas are endless. This is definitely a flavor that bartenders and consumers can have fun with and it looks amazing in the glass.”
The October launch of Hiram Walker Pumpkin Spice will be supported with a full array of marketing initiatives including trade advertising, sampling (where legal), on- and off-premise point of sale materials including recipe neckers and case cards and case shippers for cross merchandising with Stolichnaya® vodka and Kahlúa® Coffee Liqueur, table tents and bartender recipes booklets and finally, a recipe contest that will encourage new Pumpkin Spice concoctions and drive traffic to Hiram Walker’s new website – www.hiramwalker.com.
Pumpkin Spice will be available October 1, 2007, in both a 750ml and 1.0L size for the October/November period only.
About Hiram Walker Liqueurs
Introduced in 1856, Hiram Walker Liqueurs pioneered numerous distillation and manufacturing processes that are now industry standards. For example, Hiram Walker was one of the first product lines to begin placing labels on its bottles.
Hiram Walkers' schnapps,flavored brandies and bar essential lines now sport a new, contemporary look, including actual photography on the labels to highlight the all-natural flavors used to create the liqueurs. Hiram Walker is one of a very few manufacturers to utilize only all-natural flavors in its entire liqueurs line-up. The Hiram Walker logo has also been refreshed to reflect Hiram Walker's rich history and sophisticated style. Finally, the bottle has been redesigned with ridges on the collar, allowing for a better grip and easier pouring.
The line of Hiram Walker products consists of 39 schnapps flavors,flavored brandies andbar essentials. Hiram Walker schnapps include Sour Apple, Peppermint, Peach, Butterscotch and newly introduced Pomegranate, Tangerine and Mango. Hiram Walker's Peppermint Schnapps is the category leader, owning about 30 percent of the peppermint schnapps category. Itsflavored brandies include Coffee, Apricot and Blackberry. Triple Sec, Blue Curacao, Creme de Menthe, Creme de Cacao and Amaretto round-out the bar essentials line. Hiram Walker's Triple Sec is responsible for roughly 20 percent of total triple sec category sales.
About Pernod Ricard USA
Pernod Ricard USA, based in Purchase, N.Y., is a leading producer, importer and marketer of prized spirits and wine brands in the United States and is one of the fastest growing subsidiaries of the world’s #2 spirits company and #4 wine company, Paris, France-based Pernod Ricard, S.A. The completion of Pernod Ricard’s acquisition of Allied Domecq in 2005 vaulted Pernod Ricard USA to the forefront of the U.S. spirits market, doubling the company’s sales value and market share. The company is now the third largest in the U.S. spirits industry by sales value and the fifth largest by sales volume in the U.S.
Pernod Ricard USA's leading brands include Kahlúa® Liqueur, Chivas Regal® Scotch Whisky, Seagram's Extra Dry Gin®, Malibu® flavored Rum, Stolichnaya® Vodkas, Jameson® Irish Whiskey, The Glenlivet® Single Malt Scotch Whisky, Wild Turkey® Bourbon, Beefeater® Gin, Hiram Walker™ Liqueurs and Martell™ Cognac, as well as Jacob's Creek® and Brancott Estate® wines, Perrier Jouët® Champagne, Mumm® Champagne and Mumm Napa™ wines, and Pernod® and Ricard® Liquors. Enjoy Pernod Ricard’s brands responsibly and in moderation.