#goodspirits

Images of the new paper Absolut vodka bottle.

This week in Good Sprits, Absolut, undeniably one of the most prominent marketing companies in the world, launches their new consumer packaging, noting its departure from their iconic clear glass bottle. While their emphasis on this 'bio-bottle' screams greenwashing, all other language I have seen them use around their sustainability journey is transparent, and their partnership with the Ardagh Glass Packaging in Limmared, UK to use a hydrogen-powered furnace for continuous glass bottle production marks an earnest and ambitious step towards Absolut's own reduction goals and support of green transition in the glass industry. The announcement also follows Jameson's 2020 successful trial to produce recycled glass bottles using biofuels.

As a brand strategy, this campaign focuses attention and validates sustainability as a value proposition for more cautious brands while buying time to make the big changes that require contract negotiations and trust building. Perhaps this "small wins first" approach can provide a roadmap for mass market brands and luxury players alike!

Today in Good Spirits, Another Round of Tequila.

Tequila's 'legitimization' as a luxury spirit is no more evident than in its Tequila Komos acquisition. The Spirit of Gallo joins with former Master Sommelier and wine maker Richard Betts to take the award winning spirit to the top, citing 17% growth in the Tequila category in 2021 in a press release.

If the award winning product and the Komos-Gallo partnership weren't already a perfect recipe for success, the brand is also recruiting heavily from luxury leaders in other areas to create an unstoppable team to grow the unique product.

Komos Tequila stands apart for influence from Old World Mediterranean winemaking practices and also in its sustainability practices. Betts moved bottle sourcing to Mexico City, establishing the beautiful blue bottle, and successfully diverted agave byproducts, vinaza and baggazo, out of river runoff and into building materials suitable for use in their own Oaxaca distillery and in other infastructure projects in the Jalisco region.

This week in Good Spirits, Moderation!

New research this summer reveals that INFLAMMATION rather than dehydration is primarily to blame for nasty hangover headaches. The breakdown of acetaldehyde - most present in beer and sulfite-heavy wines - rather than dehydration is the cause of the inflammation of muscus membranes, inducing pounding headaches in the brain and uncomfortable sinus pressure in the face mask or behind the eyes.

Great news, right! Well, sort of. Unfortunately, over-using over the counter anti-inflammatory medicines like Advil can cause serious liver damage, and can also irritate the stomach.

Enjoying beverages in moderation is alway the recommended way of preventing a hangover, but in case you over-do it, you can try the following methods to manage the following physical symptoms:

Stomach Irritation - ginger

Dehydration - Electrolytes, miso soup

Headache - Magnesium & Zinc, persimmons, antihistamines

Fatigue - Coffee and gentler teas

Long term liver damage - milk thistle and amnio acid L-Cysteine

The same way we apply SPF before a day in the sun, pairing healthy drinking habit with a few key minerals zinc, magnesium and liver support (such as a hearty meal rich in healthy fats and proteins) can help you enjoy a night on the town without feeling like a train wreck the next day.

*This research is supported by evidence in a 2020 study found that zinc, a known anti-inflamatory, can reduce the side effects of a hangover. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7696633/

Last week I discussed the importance of heritage in product premiumization. Which poses the question: What, then, is the difference between Volcan and Eminente in the Moët Hennessy portfolio?

Eminente, another beautiful brand with a story rooted in Cuban heritage, faces very different market conditions.

The rum market is much more saturated in Europe than tequila, meaning that while a great story and beautiful packaging matter, they will not be enough to stand apart from other rhum brands.

To emphasize its unique features, quality, and exclusivity, Eminente should be focusing on different selling points than Volcan.

Rather than highlighting a strong, biodiversity strategy or highlighting the makers of their product, Eminente has a targeted strategy for existing rum consumers.

In an uncertain market, many brands turn to premiumization, the process of enhancing the features of a brand that make it unique and appealing. This can happen for an existing brand, but it call also happen for an entire product segment, as is the case of Tequila in recent months.

Moët Hennessy has started its first tequila brand, Volcan, and paired this fresh story with an iconic look in the XA bottle. Brand elements feature the farmers and the AOP of Jalisco, acknowledging the historical knowledge, the rich heritage of the region, and offering the same dignity to Mexican spirits as they afford to France's noble vineyards.