Wenneker seeks visibility solution

Wenneker Liqueurs has admitted it faces a unique challenge in building brand awareness among consumers due to the fact its products are often used solely by bartenders out of sight of the public.

While thousands of consumers may have enjoyed a cocktail containing a Wenneker product, the number who would be aware of such a fact is minimal, according to export director Richard Ridley.

Speaking to the drinks business on the opening day of Vinexpo in Bordeaux, Ridley lamented: “Customers will rarely, if ever, ask for a Wenneker cocktail.

“The chances are they might well have enjoyed our products in the past but not have been aware of the Wenneker brand, so it makes marketing to them a lot more difficult.

“In certain bars and markets, the bottles will even be hidden below the counter and as such the consumer has absolutely no idea which brand they are drinking.”

As a result, the company admits its primary marketing target is the barman. Ridley said: “It is the barman who can take the story of Wenneker to the consumer, so we specifically tailor our marketing towards them and ensure they know we offer the broadest range of liqueurs out there.”

Commercial director Daan van der Tuijn added: “Our main aim is to ensure every demand of the bartender is met. We listen to our customers to make sure his range is complete.”

As a result, Wenneker has rolled out no less than 16 new products in the past couple of years, including mango and passion fruit liqueurs, to take the total number of products in its range to 41.

“Liqueurs are now very fashionable again,” said Ridley. “Molecular mixology is particular has brought a new dimension to drinks and given liqueurs a new platform.

“Bartenders have realized just how much potential there is for creating new things and we have seen major demand for our products.”

While established markets such as the UK, Russia, Italy and Portugal are driving the growth of Wenneker, emerging markets such as Thailand, Malta and Cyprus have offered fresh opportunities. The company now exports to 46 different countries across the globe.

“Our strength lies in the sheer size of our range,” said Ridley. “We have probably the widest range of drinks products in the world and we will be looking to add to it further over the coming years.”

Alan Lodge, 20.06.2011