Issue link: http://digital.copcomm.com/i/19027
Luxco is targeting the off -premise consumer market with Pearl Original and its line extension of varied fl avors. For the mixology market, Luxco offers great incentives to bars through its distribution network, which includes Southern Wine & Spirits, Republic National Distribution Company and Glazer’s. Major chains and hotels continue to use Luxco’s tequila lines and their Margarita mixes. And Pearl’s line of Pomegranate, Plum, Blueberry, Coconut, Caramel, Cucumber, Orange and Citrus vodkas gives mixolo- gists nicely balanced fl avors to complement the smooth-tast- ing Pearl Original. These award-winning products have garnered widespread attention in the trade, but when you’re small, Lux says, it’s hard to compete for on-premise business. With Pearl vodka, for example, Luxco tried to capture mixologists, but found himself competing with every other vodka brand. After trying this strategy for three to fi ve years, Lux says he and his team were not able to sustain the levels of spending it took to win this tough market. “We shifted the focus to the off-premise, offering our product in as many retail places as possible to capture consumers,” Lux says. “We’ll know if this strategy is working in about a year, but we feel really good about it. One thing we do well is we don’t fall in love with our ideas.” Spoken like a true Lux: Ego plays no role in this progres- sive company’s decision-making. november 2010 / the tasting panel / 7