South Africa: Olmeca tequila launches chocolate liqueur

26 October, 2011

Pernod Ricard is rolling out its Olmeca tequila liqueurs in South Africa.

Following test launches in Greece and Austria, Pernod is to launch the Dark Chocolate variant of its Olmeca Fusión range in South Africa. The tequila-based liqueur is 35% abv.

According to IWSR, Olmeca holds a 49.6% share of the tequila market in SA and the launch will be supported by ‘Release the Flavour’ themed consumer events in Johannesburg and Cape Town.

Olivier Fages, international vice president for Olmeca, said: “While bartenders across the globe are really embracing tequila with innovative and exciting cocktails, there is still huge scope to grow the other side of the category, by recruiting young, adventurous consumers.”

Olmeca Fusión Dark Chocolate is available in South Africa and Greece. The RRP in South Africa is 180 Rand for 750ml.

The range also includes Olmeca Fusión Hibiscus (20% abv), which is available in Greece and Austria.





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David Williams

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