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BRANDS - Molly's Irish Cream
NOT JUST ANOTHER CREAM!
Developed over the past three years,
Molly's Irish Cream is another one of Harbrew's portfolio
jewels. Receiving 91 points at the prestigious Beverage
Tasting Institute's 2005 International Review of Spirits
Competition, Molly's, at its debut, won the "Gold Medal
Award", was rated with "Exceptional Quality"
and received the "Best Buy" in the Cream Liqueur
Category.
At in-store samplings in New York, Molly's
Irish Cream Liqueur achieves a staggering average of 7 out
of 10 consumers buying Molly's Irish Cream Liqueur after
tasting this high-quality liquid.
Molly's Irish Cream Liqueur, with it's
catchy name, award winning high-quality liquid, impactful
packaging and competitive pricing, is bound for success.
MOLLY'S THE NAME
- Inherently Irish yet female ( a 1st)
- Soft sounding like the product
- A ‘friendly’ name suiting the ‘with
family and
friends’ occasions on which cream liqueurs are
predominantly consumed.
- A name the consumer can associate with . It is now
in the Top 100 baby names in the USA
- KEY: ‘Easy to recall’
THE LIQUID
- Molly’s is made by ex-category leader employees,
in a former category leader owned plant.
- Fresh Irish Dairy cream is blended with aged Irish Whiskey,
smooth Irish spirits, the finest natural chocolate and
crystal clear spring water. (17% alc. Vol.)
- Comparable quality ingredients and style to market leader
with a 2 year shelf life. A ‘MUST HAVE’ for
a true alternative
- Gold Medal winner with 91 Points.
Voted ‘Exceptional & Best Buy’ in category.
Source: Beverage Testing Institute (BTI), Chicago - 2005
- Achieved staggering conversion rates of up to 70% ie:
7 out of 10 consumers who sampled Molly’s bought
a bottle at the standard price of $10.99
THE COLOR
The Use of RED in the Branding:
- Red is the color of a typical Irish beauty’s
hair.
- Red gives MOLLY’S a major point of difference
from others in the category.
- Red is also associated with the key selling periods
for cream liqueurs (holidays / gift giving occasions).
- Molly’s can easily be brought to life in marketing
programs
WHY CONSIDER MOLLYS?
The Price Positioning:
- Giving the consumer an exceptional product
at a very affordable price.
- The Marketing Support including:
- Competitive pricing
- Added Value Gift Packaging
- Year round impact display case on all sizes
- Sampling programs (where allowed)
- Sales force incentive programs
GOLD MEDAL, 2004
- The International Review of Spirits,
Beverage Testing Institute
Visit www.terra.ie/brands/brands_mollys2.asp
for more information
BRANDS
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