11 Jun LA FÉE LAUNCHES MAINSTREAM SPIRITS RANGE
The Spirits Business – 7th June 2016
The owners of La Fée Absinthe have increased their mainstream offering with the launch of four spirits under one unified brand and design – Envy & NV Spirits.
Within the new Envy & NV range is a Caribbean white rum, London dry gin, blended Scotch whisky and French vodka alongside the brand’s original French NV Absinthe.
Production, bottling and sales of the range started in April 2016, but according to La Fée, the idea was conceived nine years previous with the launch of the mainstream NV Absinthe.
“We have an opportunity to enter the mainstream spirits market with our new Envy & NV Spirits brand via our established independent global distribution channels currently used to ship our premium brands, reducing costs by shipping alongside them,” said George Rowley, owner of La Fée.
“Our new range of base spirits, unified in one simple brand, design, name and bar call, offers our distributors a chance not always open to them – to enter the mainstream market with a quality affordable product, and an already established client base.
“It’s a win win for us, the independent distributors and our customers alike”.
Envy & NV Spirits will release brand equity in 2016 in order to invest in marketing and “push the brand to the next level”.
The Envy & NV Spirits range – all 70cl bottles – is on sale now within the EU via oneenvy.com and Gerry’s Wine and Spirits online. Its vodka carries an RRP of £15.85, gin £15.85, rum £16.25, whisky £17.25 and absinthe £18.25.