Coffee liqueur brand Kahlúa hires Lucre for consumer drive

Coffee liqueur brand Kahlúa has called in PR support to start a consumer drive in the run-up to Christmas.

Kahlúa Kafé: consumer masterclasses
Kahlúa Kafé: consumer masterclasses
This is the first time the brand, part of the Pernod Ricard Group portfolio, has called in PR support. It has hired Lucre as its PR and experiential agency.

The Pernod Ricard Group portfolio includes Ballantine's scotch whisky, which has just appointed John Doe, Jameson Irish Whiskey, Absolut Vodka, Jacob's Creek, Malibu and Mumm Champagne.

Will Jukes, assistant brand manager for Kahlúa, said: ‘Having worked successfully with Lucre in the past on activity for our other brands, the agency was the obvious choice for us to make when deciding who to work with on this programme. Lucre’s knowledge and drinks expertise will no doubt stand us in good stead and we are excited by the potential of their creative concepts.’

Lucre aims to educate consumers on the versatility of Kahlúa and has organised a series of regional test events in Yorkshire inviting people to experiment with the drink.

The events, under the title ‘Kahlúa Kafé’, will comprise hour-long masterclasses where attendees will be educated on drink recipes by coffee and Kahlúa experts.

The intention is to roll the events out nationally in 2012.

Lucre is also targeting regional press and drinks media as part of a consumer push to make ‘Kahlúa the liqueur of choice this Christmas’.

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