How do you introduce a product to the 'hip and jaded' consumer so it stands out from the competition? Choose a marketing strategy that stands out.

Alizé de France is a blend of French cognac and passion fruit juices that is great over ice or as part of a cocktail. Together with the distributor, Kobrand Corp, we implemented a strategy with the following components:

Product Sampling
When new users sampled Alizé, their faces most often registered surprise. "I didn't think it would be so good!" was the common refrain.
Since the sampling changed them from disinterested to enlightened, we decided to make sampling a cornerstone of our strategy, at theater opening parties, benefits and sponsored performances.

Branding
The 'surprising' reaction to sampling influenced our branding efforts. We pair Alizé with brilliant, surprising happenings, including the insanely popular lounge act Kiki & Herb, (at right, performing with pitcher of Alizé as a prop), women-only parties in Chicago and Miami, and the gay and lesbian film festival circuit, to get in front of the trendsetting urbanites who decide what's cool.
And the list of celebrities at events featuring Alizé is a long one - but to protect their privacy, we won't mention them. Except Madonna.

Sales
Alizé is growing the number of bars and restaurants where it is offered, so we hold many events in them, to influence consumers, bar managers and staff. We 've created bartender-only events featuring 'surprising' entertainment; and publicized the growing popularity of cocktails bartenders have created, including Alizé Lemonade, and the Cosmo-like Sex and the City, (Alizé Red Passion, premium vodka and cranberry juice, created at restaurant 212 in New York).

Advertising
The Alizé advertising speaks to its target audiences, with tailored creative and an "I can relate to that" message.. It provides a great complement to our sampling, branding and sales efforts.

Results
Cool urbanites are noticing a 'share of voice' that rivals that of many larger-selling brands and their larger budgets. Cocktails containing Alizé are taking their place on menu cards in chic
venues nationwide, and drink sales are growing. We believe it's just the beginning.