The Ask:

What is one way we can expand the Sea Fever Rum portfolio into new territory to keep consumers engaged and create a new stream of revenue?

The Answer:
Enter a new product category - liqueurs! But not just any liqueur - Nova Scotia's first coffee liqueur! Hence,
Sea Fever Coffee Liqueur was born. A fusion of our Sea Fever Rum and Full Steam Coffee, in a 18% alc./vol. liqueur.

Much like with RTDs, customers are seeking ready-to-mix beverage alcohol products that take the hassle out of making a drink, and want new flavours that surprise and delight them! This was a perfect opportunity to take advantage of our diverse product portfolio - and blend our products.

This was also  marketer's dream, as it allowed me to cross-promote the liqueur across both brand's channels, This meant I could engage our loyal customers on both sides, and attract new eyes!

The Result:
Our customers from both brand followings and new consumers alike, absolutely love our first liqueur! It has sold well at NSLC and gained attention from various influencers. 

Product Launch:
Of course, Espresso Martinis are very popular at the moment - so I was not going to miss out on tapping into that trend! (See photos to the right for Galentine's!)

My goal for this new product was (and remains) to make it the go-to liqueur in the province that consumers and wholesale customers think of to make Espresso Martinis, whether at their home bar or at their restaurant! To be synonymous with Nova Scotia's Coffee Liqueur. It is a lofty goal but we are on our way.