The Italians know a lot about marketing and in terms of drinks they have managed to make proposals such as the Martini, the Campari or more recently the Aperol Spritz fashionable worldwide. With this trail of drinks for the summer, the Varma Group brings Malavita to Spain, an almond liqueur with a backpack of underground and clandestine music. Belén Aguirre, marketing manager of Malavita, reveals to Status the keys to this new drink.
Why did you decide on this Italian liqueur?
There are products that are, in themselves, a crush and Malavita falls within that small and select group. All the history that revolves around this almond liqueur, its clandestinity, its limited production and its history… left us fascinated, which is why we firmly bet on rescuing this ancestral recipe so that it would not fall into oblivion and that the world could enjoy it.
Are you noticing an increase in the consumption of distillates or other alcoholic beverages to drink during the day and without mixing?
To take during the day, yes, we are also fine with a slight increase in those with a lower alcohol content, precisely associated with daytime consumption. Without mixing there is no clear trend, in fact, consumption has become very sophisticated in recent years, also thanks to new mixers, and every time we see a hotel business that offers a greater variety of cocktails or mixed drinks.
Is betting on a proposal with the Italy brand more certain for success?
Betting on authenticity and quality in the selection of raw materials is a guarantee of success. Undoubtedly, Italy is recognized as the great producer of amaretto worldwide and this makes an additional contribution to its credentials, but success or not must be declared by the public, who are the ones we have thought of when betting on Malavita.
Is this drink famous in Italy?
Malavita is originally from Bergamo and there was a time when he became very famous locally among the most alternative public, since a whole clandestine urban legend was created around him. The Malavita Social Club were a group of friends who dreamed of transcending into the world of music and, in a garage where they were rehearsing, they found an ancestral recipe for a liquor made from almonds. His concerts began to be popular, to which people went not so much for the music, but to try that liquor that everyone was talking about. The Malavita recipe has been rescued by Grupo Varma to introduce into our country this almost clandestine amaretto with non-conformist touches, perfect for those who break with convention.
What is the target audience for this liquor?
Due to its origin and flavor profile, the profile most attracted to Malavita is generation Z and Millennials, to enjoy it both at night and in the famous afternoon that is now so fashionable.
How has the marketing campaign been planned?
In a first step, we are betting on the hospitality channel, making the professionals of the sector the ones who know the product first-hand, appreciate it and can recommend it to their clients. The quality of the Malavita liquid is so exceptional that the reception we are receiving is very positive. Later on, and depending on how the uncertainty that surrounds us evolves in the current situation, we will expand our communication focus to other audiences.
Facebook Comments
Disqus