Paul Masson Indulges Nation's Taste For Cream Liqueur With Launch of Irresistible New Flavors
Paul Masson Cream Liqueur Introduced With Chocolate Hazelnut and Mocha Caramel Flavors

CANANDAIGUA, NY (June 24, 2002) – With the popularity of cream liqueurs continuing to rise, Paul Masson launches a new brand today that will dramatically alter the category by introducing something that has been generally lacking in cream liqueurs: irresistible new flavors.

Unveiled as “Cream liqueurs like no other,” Paul Masson Cream Liqueur features two distinct flavors, Chocolate Hazelnut and Mocha Caramel, that are unlike anything else on the market. 

“Paul Masson Cream Liqueur is all about extraordinary flavors – Mocha Caramel and Chocolate Hazelnut. We’ve created a brand in two delectable flavors that will appeal not only to current cream liqueur drinkers, but to those seeking a ‘delicious, different and divine’ indulgence that didn’t exist before,” said Peggy Fox, brand director for Paul Masson Cream Liqueur.

The new Paul Masson Cream Liqueur presents a welcome addition to the cream liqueur category.  The Chocolate Hazelnut captures the delicious taste of rich chocolate and toasty hazelnut.  Adding to the sense of indulgence is a Mocha Caramel featuring sumptuous mocha swirled with buttery caramel.  Both are complemented by an undertone of Paul Masson Grande Amber VS Brandy to complete the smooth and flavorful experience.

“Even before they actually tasted our new cream liqueurs, most of the consumers we tested said they’d purchase these two products based solely on the concept of a flavored cream liqueur. After tasting the Chocolate Hazelnut and Mocha Caramel, 70% indicated a strong desire to purchase the new brand. All indications are that this will be an extremely popular cream liqueur,“ said Fox.

Furthermore, an overwhelming number of consumers indicated a strong affinity for the brand’s packaging, as 76% said they were likely to purchase the product based solely on the appealing look of the bottle.  The attractive and sophisticated packaging provides a visual reminder of the smooth, rich and savory taste contained within, Fox said.

”The strength of the Paul Masson name will certainly add cache to the new product, but the unique flavors and elegant packaging will make this product stand out on its own,” said Fox.  

Currently, the $410 million cream liqueur category is experiencing an 8% annual growth, far outpacing all other spirits.  Paul Masson Cream Liqueur intends to help fuel this popularity by capitalizing on consumers’ desire for indulgent flavors.  Introducing two unique flavors will surely drive trial and appeal for a great number of people, Fox believes.

To help support the launch of the new product, Paul Masson is putting more than $1 million dollars into consumer and trade advertising.  A stylish and inviting print advertising campaign will break just prior to the strong holiday selling season in such magazines as ROSIE, MARTHA STEWART LIVING, INSTYLE, PEOPLE, BON APPETIT, and GOURMET.  Trade advertising commences in August.

Enjoyed primarily by women in the 24-55 age group, cream liqueurs are most popularly consumed over ice, but are also delicious mixed into coffee or poured over ice cream.  They are a relaxing way to unwind after a long day, a great after-dinner drink or the perfect nightcap. 

“This is a drink that is best enjoyed relaxing with friends or with an intimate group. Enjoyed either at home or out at a restaurant or bar, the brand has a warm and indulgent sense about it that makes it the perfect complement to a get-together.  The smooth taste of cream liqueurs has proven to be an ever-popular choice with a sophisticated, relaxed crowd.  We can only imagine how the category will be transformed once we’ve introduced these two irresistible flavors,” said Fox.

Paul Masson Cream Liqueur is available in 50, 375 and 750ml sizes.  Sold at retail beginning in August, Paul Masson Cream Liqueur has a suggested retail price of $12.99 for a 750ml bottle.   

Paul Masson Cream Liqueur – A Product of Canandaigua Wine

Canandaigua Wine, a division of Constellation Brands, Inc. (NYSE: STZ, STZ.B), is the second largest wine company in the world. Canandaigua Wine satisfies millions of consumers nationwide by providing quality wines for the enjoyment of everyday life. Canandaigua Wine produces, markets, and sells more than 40 well-known brands, including Alice White, Almaden Bag-in-the-Box, Arbor Mist, Columbia, Cook's, Covey Run, Dunnewood, Inglenook, K Cider, Paul Masson Grande Amber Brandy, Talus and Vendange. Constellation is a leader in the production and marketing of beverage alcohol brands in North America and the United Kingdom, and is a leading independent drinks wholesaler in the United Kingdom.

FOR FURTHER INFORMATION, PLEASE CONTACT: Kelly Durcan, Wolfgroup @ 212-596-0243