Two Sister Companies Join Forces at Vinexpo Bordeaux
The La Martiniquaise-Bardinet stand brings together the “best of both worlds”
Sporting a brand-new “joint” stand at Vinexpo this year, we asked Sylvia Bernard – Group International Marketing Director – La Martiniquaise-Bardinet to tell us the background to the decision to bring the brands together.
We are very pleased to welcome our clients and partners on our brand new La Martiniquaise-Bardinet stand. The 2 sister companies have decided to join their forces to communicate on the strength of our group featuring in the worldwide top 10 (source Impact). The stars are our brands, which are split into 4 main families: Scotch, rum, modern spirits and wines, wine based Port and brandy. The visitor can travel between various atmospheres: Scotch expertise, Caribbean passion and heritage, vineyard landscapes and futuristic & cosmic modern spirits! The stand aims to be contemporary, inviting and convivial with a spectacular bar and a screen featuring cocktails and festive moments.
You are positioning the company as “Leader in festive moments”. What does this mean?
On the French market, we enjoy a leading position and aim to go above the spirits category to embrace all festive moments and propose a complete offer for cocktail consumption.
This includes sparkling wines (Perlino) along with non-alcoholic drinks: cane sugar (Saint James & Canadou), fruit juices (Caraibos), syrups (Sirop Sport), alcohol- free aperitif and more recently, sparkling soft drinks with the distribution in France of Kidibul. It is very important for us to be able to offer our clients a global approach and expertise, along with a complete offer. It also enables us to create events in bars and stores with an appealing offer.
We’re seeing “new look” editions from brands like Saint James and Sir Edwards. What’s new here?
Yes… we have exciting news! Regarding Scotch, we celebrate this year the 120th anniversary of Glen Moray and will unveil at Vinexpo the Glen Moray Prestige Mastery. This release is the perfect reflection of our Masters Distillers expertise since 1897. Label 5 will unveil its revamped premium range with Gold Heritage, 12 and 18 years old. This more assertive and qualitative design will be a key asset to fuel the brand development especially in Asia, Middle-East and South America. We will have the honour to welcome Master Distiller Graham Coull on our stand for special events and master classes. And last but not least, Sir Edward’s will celebrate the very promising start of its Smoky expression.
WE AIM TO GO ABOVE THE SPIRITS CATEGORY TO EMBRACE ALL FESTIVE MOMENTS
We are also very active on the rums. Negrita has strong ambitions with its newly launched Anejo and Saint James will delight rum connoisseurs with its old rums collection, and especially three wonderful references coming with a special gift box: Cuvée 1765, XO and Vintage 2001. To conclude by a hot topic, Saint James just held – a few days ago – the 2nd edition of the Bartenders Society. We are very proud of this competition which has managed in only two years to gather an international top panel and to be organised within seven countries.
In terms of promotion, your team has developed an interesting concept with Poliakov. What is this, and how does it “set you apart”?
Poliakov has created a great buzz with its virtual reality experience: Poliakov Ice Quest, with over 1-million views already reached on YouTube and Facebook. Poliakov Vodka recreated its unique freezing and futuristic universe through an immersive VR videogame using a brand- new technology, the HTC Vive headset. All year ‘round, the Ice Quest Experience will be rolled out worldwide with virtual reality activations in clubs and bars as well as partnerships with festivals and dedicated visibility in stores.
How are you are working on global branding?
Along with our new La Martiniquaise- Bardinet stand, we are unveiling our new group corporate identity. This new logo will enable the La Martiniquaise- Bardinet group to develop a more efficient and powerful corporate communication. It will be a key asset to further build the reputation of our group worldwide.
Photo: Sylvia Bernard, Group International Marketing Director, La Martiniquaise-Bardinet