DRINKS: STOCK SPIRITS Syramusa to sweeten Stock Spirits’ showcase for Cannes


Premium limoncello brand, Syramusa, launched by Stock Italia – a subsidiary of Stock Spirits Group (SSG) – earlier this year, hopes to grow its global exposure and success outside of its home markets by growing its listings in duty free & travel retail, as Tajana Pečeničić Inácio, International Marketing Manager tells Charlotte Turner.


S


yramusa from ‘the largest limoncello house in the world’ – according to Stock Italia


– which is already being stocked by global travel retailer Gebr. Heinemann at the company’s stores in Italy, believes entrenching itself in the travel retail market is now pivotal to the company’s expansion plans. The limoncello, created after a


year-long collaboration with the Consortium for the Protection of the Syracuse lemons IGP, uses the peel of the Femminello lemon, grown in the province of Siracusa, Sicily, hence its name. According to the brand, the


Femminello lemon is renowned for its juice, zest and flavour, making it ‘the perfect match for the production of limoncello’. “The name and award-winning


design take their inspiration from the beautiful Sicilian city of Syracuse, which is rich in Italian nature, history and cultural beauty,” says Stock Italia. “With a slightly higher


alcohol percentage of 28% and low sugar content, Syramusa contains no colourants or added artificial flavours.


Limoncè in No1 While Limoncè,


is


reportedly the ‘leading brand in the world in the limoncello category’*, Stock Italia is targeting markets and channels where ‘quality, origin and premium positioning are increasingly important’. This is why Stock


Spirits Group intends to showcase its Syramusa limoncello at the 2018 TFWA World Exhibition in Cannes at its stand located in the Green Village, number M48. Of course, Syramusa is just one


of a great number of spirits brands under the Stock Spirits Group


OCTOBER 2018


umbrella, which will gain exposure at the show. Boasting many successful vodka


and liqueur brands (along with some other spirits such as brandy and more recently, whiskey), Tajana Pečeničić Inácio, International Marketing Manager, tells us that the company is expecting solid and sustainable growth in the next few years, in part because of its market agility. “A number of positive


underlying macro consumer trends are expected to contribute to spirits value growth in our markets. “The


Stock Polska (SSG’s biggest


subsidiary, based in Central and Eastern Europe) out-performed the market in the clear vodka category last year and a significant contributor was its largest brand (by volume), Żołądkowa de Luxe. Stock Polska also grew its


sustainable


growth of Stock Spirits reflects our ability to identify and take advantage of these trends by evolving our brand portfolio. “This is supported by


consistent investment in brand communications,


and operational capabilities.


‘Natural ingredients’ Inácio highlights that the company is taking advantage of a growing consumer interest in natural ingredients. “There is also a growth


in consumer interest in the use of perceived ‘natural’ rather than ‘artificial’


ingredients, sourced where possible, from trustworthy local producers. “The combination of our


aspirational brands, wide range of innovative tastes, breadth of options by alcohol


content and flexible packaging formats, mean Stock Spirits is well placed to grow sustainably in our markets by continuing to meet these evolving consumer needs.


innovation


total flavoured category volume and value versus last year, achieving impressive growth on premium-priced Stock Prestige Flavours and Saska Flavours. “In the premium segment, we continued to strengthen Stock Prestige and in top premium vodka, Amundsen Expedition grew volume well ahead of top premium segment growth,” adds Inácio. Interestingly, in 2017


Stock Spirits Group entered into agreements with Quintessential Brands


Group for the acquisition of a


25% equity interest in the company’s Ireland Whiskey divisions. “Stock Spirits now has agreements


in place to distribute the Dubliner and Liberties Irish whiskies in Poland, the Czech Republic, Italy, Slovakia, Croatia and Bosnia & Herzegovina,” reveals Inácio. «


*According to information provided by Stock Spirits Group (SSG.


“A number of positive underlying macro consumer trends are expected to contribute to spirits value growth in our markets. The sustainable growth of Stock Spirits reflects our ability to identify and take advantage of these trends by evolving our brand portfolio.”


Tajana Pečeničić Inácio, International Marketing Manager, Stock Spirits


TRBUSINESS 121


Below Left to right: Premium limoncello brand, Syramusa, was launched by Stock Italia earlier this year; Stock Spirits says its flavoured vodkas have been performing well.


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132  |  Page 133  |  Page 134  |  Page 135  |  Page 136  |  Page 137  |  Page 138  |  Page 139  |  Page 140  |  Page 141  |  Page 142  |  Page 143  |  Page 144  |  Page 145  |  Page 146  |  Page 147  |  Page 148  |  Page 149  |  Page 150  |  Page 151  |  Page 152  |  Page 153  |  Page 154  |  Page 155  |  Page 156  |  Page 157  |  Page 158  |  Page 159  |  Page 160  |  Page 161  |  Page 162  |  Page 163  |  Page 164  |  Page 165  |  Page 166  |  Page 167  |  Page 168  |  Page 169  |  Page 170  |  Page 171  |  Page 172  |  Page 173  |  Page 174  |  Page 175  |  Page 176  |  Page 177  |  Page 178  |  Page 179  |  Page 180  |  Page 181  |  Page 182  |  Page 183  |  Page 184  |  Page 185  |  Page 186