The star of the incredibly successful herbal liquor campaign of three decades ago featuring the funny, wrinkled faces people made after they consumed it along with the word “smooth,” has a new competitor positioning itself as the next step up: Fῡchen Premium Herbal Liqueur.
Fῡchen is just what consumers have been waiting for in this wildly successful selling category – a new, grown up herbal liquor. With its 750ml sleek, upscale and eye-grabbing proprietary red glass bottle and its “now that we’re all grown up, step up to Fῡchen” positioning,” Fuchen is easy to drink, fun to say, and offers endless play on fun with the “F” word.
Fuchen refines and sophisticates the square-shouldered German herbal liqueur category with a mingling of vanilla, cinnamon, and savory aromatics. Produced in small batches, Fῡchen is handcrafted for superior richness, tantalizing smoothness, and robust enjoyment.
U.S. sales of herbal liqueurs went from 50,000 cases in 1987 to a whopping 3 million in 2010. The leading brand in the category is ninth on the Impact Top Spirits Brands list worldwide. While many beer and wine brands share a small market, the leading herbal liqueur technically has no competition. “The success of imported competitor brands and the chance to enter the market with a product that is a guaranteed success convinced us to produce an American brand and enter the category,” said Mark Rehberger, brand manager for Fῡchen. “From packaging to promotion, to taste, Fῡchen is being sought by distributors across the USA as a crafty, viable contender. Our lead distributors truly believe Fῡchen, with its bright red bottle, is the new green!”
Along with its grown up image and positioning, Fῡchen pricing is slightly above its largest competitors. Fῡchen’s exclusive USA marketing partner is Paulaner USA. While Paulaner USA is best known for its leading European and UK beers, in recent years PUSA has been expanding its horizons, successfully repositioning itself as a “USA beverage supplier.” In 2009, PUSA expanded from beer to wine, gaining USA representation of three leading Italian vineyards, plus one German Rheinhessen vineyard in keeping with the company’s heritage. Fῡchen is PUSA’s first spirits entry. PUSA will offer a soft-launch to select Fῡchen distributors this summer. Additional distributors are being sought for a full launch in fall 2011.
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Paulaner HP USA, purveyor of the world’s finest beers, is headquartered in Littleton, Colo., and imports Paulaner, Hacker-Pschorr, Fuller’s, O’Hara’s Irish Stout, Fruli, Birra Dolomiti and Dixie beers and Vigna Dogarina and Cavallina wines. This list of fine imports is now available throughout the United States at upscale, on-premise establishments
