Updates CARTRON MOVES FORWARD WITH ELEGANCE
IN A drive to increase its presence in top-end bars around the world, Joseph Cartron has redesigned the packaging of its premium 40- plus strong range of liqueurs. It is 10 years since the brand’s last packaging update and this time there’s a makeover for the bottle as well as the label, making the new look much more elegant and distinguished. The producer has worked with specialist designers and had much input from the bartending fraternity along the way. “We have to move forward. It’s a bit like cars
– Land Rover is not the same as it was 10 years ago, and we have to move with the times,” says Cartron’s international director Benoit de Truchis. “More importantly the new design reflects the quality of the liquid in the bottle.” Cartron’s liqueurs are now available in over 45 markets around the world with Scandinavia, the UK, Russia, Japan, Australia and the US among the prime stamping grounds, and the new bottle is currently being rolled out. Happily the new look is being enthusiastically received and the feedback is “very positive”. “Generally cocktail consumption is still increasing in Europe and Asia,” says de Truchis. “As such it is in our interest to forge strong links with mixologists. The feedback from the trade has been really enthusiastic. We first launched in London, and more and more customers are coming on board with Cartron.”
NEW FACE FOR SPI
FOLLOWING THE exit of Andrey Skurikhin “to pursue other interests” the SPI Group has announced the appointment of James (Jim) Schleifer to senior vice president, Stolichnaya North America. Jim will oversee the commercial development of the brand in North America, working closely with distributors William Grant USA and Corby Distilleries Limited of Canada. Jim will report to Val Mendeleev, chief executive of the SPI Group, who comments: “SPI operates in more than 120 countries worldwide and is a key player in the US and Canadian premium vodka category. We see great opportunities for Stoli in every segment of this market, through premium, ultra premium (with Elit by Stolichnaya) and flavours. “We are confident that Jim's extensive experience will
help drive Stoli's future success in North America, particularly at a time when we are investing heavily into the brand.” An industry veteran, Schleifer previously held various
sales and marketing positions at Seagram Americas. He served as vice president of sales at The Absolut Spirits Company before joining Jose Cuervo International as senior vice president, North America regional director to manage the Cuervo portfolio in the United States and Canada. Most recently Schleifer has been working with Kanon USA to launch its new brand, Kanon Organic Vodka.
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