Pama liqueur makes debut with Keller Crescent design

LONDON - Charteredbrands is introducing Pama Pomegranate Liqueur to the UK as it seeks to grow its business by moving into the alcoholic drinks sector.

Pama Pomegranate Liqueur, which is owned by US company Heaven Hill Distilleries and will be distributed and marketed by Charteredbrands, is made with natural pomegranate juice, premium vodka and tequila. It has a 17% ABV.

The product's packaging, which features a silver pomegranate tree and lettering, was designed by US agency Keller Crescent.

The liqueur was launched in the US market last December in response to consumer demand for mixable and colourful spirits.

In the UK it is being positioned as the first true pomegranate liqueur. Launch activity will include trade and consumer PR campaigns, as well as sponsorship of events and sampling.

Pama Pomegranate Liqueur will be launched in the  rolled out to wholesalers. It will not be available to the off-trade, although there are plans to extend distribution. It will be priced £17.99 for a 750ml bottles, but will also be available in a 50ml variant.

The liqueur is the second alcohol brand to be signed by Charteredbrands. The first, Hypnotiq, a cognac and vodka liqueur , is also owned by Heaven Hill Distilleries.

Charteredbrands also markets and brand-manages RJA Foods' Pomegreat non-alcoholic juice brand.

Last month RJA appointed Elmwood to overhaul the product's packaging. In April it hired Feather Brooksbank to handle its media planning and buying. A national advertising campaign for the juice is expected to break later this year.

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