Issue link: http://digital.copcomm.com/i/19027
Romantic T Equation CHAMBORD TAKES A DASHING LEAP INTO ANOTHER CATEGORY: MEET CHAMBORD FLAVORED VODKA by Meridith May hanks to Chambord liqueur, the taste of black raspberry has been embraced as one of the most seductive, alluring and mixable flavors in the world. While Brown-Forman took owner- ship of the brand only in 2006, its original founders built a company— and a brand—over the course of two decades, allowing Chambord to take a strong foothold in the cordial category. “We decided to take Chambord from an additive to cocktails and make it the forerunner. That’s why we created Chambord Flavored Vodka,” explains John Hayes, Chambord Brand Manager for Brown-Forman. And flavored expressions tops the list in the prime vodka category, Hayes further points out. With the branding and the flavor profile already firmly in place, Brown-Forman knew that launching a vodka with the Chambord name and taste would be an industry breakthrough. And so it is. “Who else has done this?” asks Hayes. “What brand has leapt from one category to another?” New Chambord Flavored Vodka photographed at Park and M!X in Sacramento november 2010 / the tasting panel / 53 PHOTO: RYAN LELY