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Heaven Hill launches Hpnotiq Sparkle

Heaven Hill Distilleries has introduced Hpnotiq Sparkle, a Hpnotiq Liqueur brand extension.

Launched to retail during the holiday season, Hpnotiq Sparkle is a sparkling liqueur, which has the same colour and taste as the original Hpnotiq but is infused with bubbles to create a festive cocktail. 

The effervescent holiday liqueur is supported by a multi-faceted marketing campaign targeting multi-cultural females with celebrity Sparkle Queen Khloe Kardashian leading the way. Core to the program is the Kardashian-hosted “I Need Sparkle” sweepstakes available through national print, digital and social media advertising.  The program will be the centre-piece of Hpnotiq Sparkle promotional efforts during the holidays.

“Hpnotiq Sparkle builds on a strong Hpnotiq brand franchise,” said Brittany Capito, senior brand manager, Hpnotiq Liqueur. “Both seasonal specialties and sparkling wines have been on the cutting edge of industry growth over the past three years. Sparkle combines the two to make holiday celebrations fabulous and more festive.”

Hpnotiq Sparkle is a blend of natural exotic fruit juices, white wine, vodka, and a touch of Cognac. Sparkle is available in 75cl bottles at 12.5% abv.  Hpnotiq Liqueur is available in 1.75 litre, 1 litre, 75cl, 375ml, 200 ml, and 50ml sizes and is bottled at 17%abv (34 proof). Hpnotiq and Hpnotiq Sparkle have an average national retail price of US$19.99.

The high impact sleeve labels have been supplied by CCL Decorative Sleeves. The technically-challenging sleeve design features an opaque white base to provide a strong background for the Hpnotiq Sparkle branding against the blue drink. The remainder of the sleeve uses clear film incorporating a silver hologram effect to convey the sparkling festive nature of the drink while enabling its familiar blue colour to be clearly visible to retain consumer recognition and loyalty. High shrink 4K5 50 micron PET was selected for the controllability of the shrink curve to ensure a tight fit around the distinctively-shaped bottle.  The sleeve is gravure printed in four colours with a surface lacquer to create a high quality finish and maximise on-shelf appeal.

Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries is the nation's largest independent, family-owned and operated spirits producer and marketer and the world's second-largest holder of Kentucky Bourbon. Heaven Hill's diversified portfolio of brands includes Evan Williams Bourbon; Larceny , Elijah Craig and Henry McKenna Bourbons, Burnett's Vodkas and Gin; Admiral Nelson’s and Blackheart Rums; HPNOTIQ Liqueur; The Christian Brothers Brandies; PAMA Pomegranate Liqueur; Lunazul Tequila; Cinerator Hot Cinnamon Flavored Whiskey and Rittenhouse Rye Whisky.

26 August 2014 - Felicity Murray The Drinks Report, editor