THE STORY
The growing segment of the flavored liqueur category has been stoked by consumers’ interest in all things spicy and hot. Heaven Hill decides to create Cinerator, which fuses hot cinnamon flavor with the smoothness of American Whiskey in a 91.1 proof liqueur. Served as a chilled shot or mixed, the growing sub-category of spicy and hot products has set the industry aflame.
THE CHALLENGE
Put Cinerator on the map in its category with attractive packaging design along with a targeted market print campaign. Introduce a high proof spiced whiskey that embodies an edgy, hip lifestyle rather than the kitschy persona of the competition. Competitors include Fireball, Red Stag and others.
THE RESULT
Consumers are drawn to the stand out look of a red hot label set ablaze by flames and packaging which is a clear and modern representation of the product. The brand is supported with POS & print featuring the headline “Some Like It Shot” that includes a subtle “So Hot” reference, as well. The eye-catching positioning challenges consumers and invites them to enjoy a unique whiskey experience. Launched in March 2013, year one volume more than doubled projections reaching sales of 50 thousand cases by year end according to Beverage Information Group’s 2014 Liquor Handbook.
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