Spirit France Launches First Integrated Communications Campaign In US

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Calvados Leader Seeks To Grow Category; Focuses On Education and Social Media

Spirit France (http://www.spirit-france.com/en), the world’s leader in the Calvados category, announced today the launch of an integrated marketing communications campaign with Manhattan-based Colangelo & Partners Public Relations(http://www.colangelopr.com). The campaign is the first in the United States for Spirit France, which has 40% worldwide shares in Calvados and 60% market share in the United States. Spirit France consists of three iconic Calvados brands, including Calvados Boulard, Lecompte and Père Magloire. The campaign will focus on education and the promotion of the Calvados category to both trade and consumer audiences through media relations and social media. Spending for the campaign has not been disclosed.

“With American consumers growing more interested in artisan spirits and the growth of the cider category, we have found that there is a real space for Calvados,” said Vincent Boulard, PR Manager for Spirit France. “Americans have always been interested in all things apple, and the timing couldn’t be more perfect than fall to promote an apple-based spirit! With our new campaign, we are focusing on educating consumers about Calvados and its many fine traits.”

The campaign will focus on Spirit France’s signature Calvados brands, Calvados Boulard and Père Magloire, in the target markets of New York/New Jersey, California, Illinois and Florida. Calvados Boulard was founded in 1825 by Pierre-Auguste Boulard and has been passed down from generation to generation. The product range includes V.S.O.P, X.O, Auguste and Extra. Père Magloire was established in 1821 from the parent company “Debrise-Dulac.” In 2005, Père Magloire achieved market leader brand status in France and globally. The varieties in the Père Magloire line include Fine V.S., V.S.O.P., X.O., 20 year old and Isadora.

“We’re very excited to launch this program,” said Jack Mulhern, US Sales Manager for Spirit France. “Education is such a key component for building a category. Through media relations and social media we’re really looking forward to showing America the beauty of Calvados.”

About Spirit France
Spirit France (http://www.spirit-france.com/en) is the world-leading producer of Calvados. Their portfolio includes three leading brands of the Calvados category, including Père Magloire, Calvados Boulard and Lecompte, along with Armagnac Le Marque. Owned by Switzerland-based Spirit Capital, Spirit France has 40% worldwide shares in Calvados. Synonymous with Calvados, Spirit France also takes great care in cocktail preparation and has developed a Calvados cocktail site at http://calvados-cocktails.com/en/.

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Sara Gorelick

Maggie Doherty