It's the new look, the mixability, the colour and the feminine appeal that is attracting consumers, men and women alike, to the unique flavour. Nuvo, the new sparkling liqueur created for women in mind, is the latest hit on the market. In Trinidad just over one month, the Nuvo sparkling liqueur has already gained popularity among the popular liming spots like 51 Degrees, Levels and Aura. The imported product is being distributed by AS Bryden. Creator of the French champagne, Raphael Yakoby, chief executive officer of the London Group (LLC), said T&T is one of his biggest market in which he intends to promote the product. He asserted that T&T market definitely captures the true essence and quality of this fine liqueur. "Among the many Caribbean islands, T&T has the flavour and taste for colourful and unique things in life, and the Nuvo sparkling liqueur would fit right into the locals lifestyle," he said. Dallas Foster, brand manager, explained that they view T&T as a trendsetter and not afraid to embrace new and unique products. Hence, the naming the liqueur Nuvo-to suggest new-aimed at a generation that is embracing and seeking out new, bold and different experiences. Foster stated that in Brooklyn, where there was a huge Caribbean presence, they observed that many Trinidadians and Jamaicans were gravitating towards the product, leading them to believe T&T and the Caribbean would be a great market.
Caribbean appeal
Yakoby, who is the mastermind behind the alcoholic brand Hypnotiq, said it took about three years to develop and launch Nuvo. Nuvo, he said, was initially launched in 2008 in three markets in Florida and New York, seeing that those markets are tourist attractions and they lure celebrities. After the first year, Yakoby said it was distributed in 50 states. An excited Yakoby said the brand quickly grew among celebrities, so much so that in 2010, 256,000 cases of Nuvo liqueur were sold in the United States.
This is mind-blowing, he said, because the same volume is achieved by other popular champagne brands that is 100 years old. The ambitious champagne creator said he is projecting a 300,000-case sale at the end of 2011. Taking the luxury drink to new heights, John Vasquez, vice president of the London Group, said they looked forward to growing the new brand in the Caribbean after that fantastic reception abroad.
The product, Vasquez said, has already been launched in Jamaica, and with Brian Lara's residence being the venue for the Trinidad launch. The other Caribbean islands, the London Group team has its eyes set on are Puerto Rico, Panama, Costa Rica and the Dominican Republic. Vasquez explained that these countries are tourism-oriented and are regarded as very influential. With only six weeks of sales from the Caribbean markets, Vasquez said the company has already sold 15,000 cases. He echoed that Trinidad is a very influential trendsetting market. "There are good businesses here, people love to party and socialise...and this fits right into the market, while other countries experience high tourism, which would spread to the other islands."
Created with women in mind
There is nothing in the bar aimed at females; everything is male-oriented, said Yakoby. The product symbolises the 21st century woman who is adventurous, daring and is willing to try new things. He said ten to 15 years ago, consumers would have been apprehensive, but they are now embracing new trends. After noticing the abundance of liquors on the market geared towards men, Yakoby said he decided to create a product that would inspire the female consumer-one that combined the purity of a spirit with the elegance of a champagne. The glassy perfumed-styled shaped bottle, has 15 per cent alcohol and 30 per cent proof. A regular bottle of champagne carries about 27 per cent. The packaging, Yakoby said, was inspired by the perfume industry, designed with small details aimed at the female consumer, such as the floral design, the lipstick effect of the cap and soft pink hue of the beverage.
Yakoby's experience in the beverage industry began shortly after college, when he started importing wines from the country of Georgia. In the interest of expanding into the spirit industry, Yakoby began working on his first liquor creation, HPNOTIQ. After selling HPNOTIQ, Yakoby took a one-year sabbatical to consider what he wanted to create next, which became the latest hit: Nuvo.
Men enjoying it too
"It's a twist that is definitely welcome. I am enjoying the best of both worlds," Yakoby expressed.
He explained that men have now taken over the market and they are consuming the product more than women. Yakoby said 60 per cent African and Hispanic men have latched on to this new and excited flavour, while 40 per cent women are still enjoying it in the US markets. In the Caribbean, he said a Trinidadian bartenders are also creating their own Caribbean flavours. One bartender mixed Nuvo with Carib calling the new taste: "the new crib," another Jamaican bartender mixed it with guinness calling it "the blink." He said the team was looking forward to the Caribbean success.
Nuvo: It is a perfect nectar of French white wine combined with ultra-premium French vodka mixed with exotic fruit flavours and a touch of carbonation.
Prices
200 ml-US$9.99
375 ml-US$19.99-US$22.99
700 ml-US$27.99-US$29.99