Pernod Ricard has launched Queca, its first premium sangria line Spain, featuring traditional red and white varieties and an innovative packaging design.
RestauracionNews.com reports that Queca comes in 750 ml bottles with a recommended retail price of €5.99.
According to a Pernod Ricard spokesperson, Queca represents very accurately the "Spanish way of living", a concept that fits with the launch and with the brand's values.
It claims Queca sangria has the artisan or homemade taste that some mass produced sangrias are missing, and it that evokes "a daring yet elegant lifestyle".
Hoping to capture the attention of female consumers in Spain, Pernod Ricard has launched the search for ‘Queca’, a character created for that launch who it describes as being an independent, proud and well-informed woman that embodies the brand's values.
For this purpose, the company created the hashtag #BuscandoaQueca (#FindingQueca) and played with it on social media for the last few weeks prior to the product launch.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Gabriela Guédez. To subscribe to ESM: The European Supermarket Magazine, click here.
