Issue link: http://digital.copcomm.com/i/53193
Up Front with UP di Amore by Rachel Burkons While di Amore has found a happy home in the retail seg- ment, on-premise, the brand offers savings for bars that they can pass along to their customers. At Stella's Serious Italian, the Café Amaretto is an affordable luxury. 6 / the tasting panel / january/february 2012 It is certainly no news flash that these are tough economic times. We've tight- ened our belts and our budgets, but, really— who among us is willing to give up on life's little luxuries? Consumers have responded to the economic downturn by continuing to spend their hard-earned dollars in the wine and spirits categories, but now, more than ever, are making bottom-line-minded buying decisions that are giving value brands the chance to shine. Stepping up to the plate to offer consumers affordable, yet high-quality options in the cordials category is di Amore, a classic brand that has repositioned itself as a modern option in four traditional liqueur flavors—all at a significantly lower cost than competitors in the category. "di Amore is an excellent alternative to the higher-priced premium brands," explains Brand Director Lori Logan. "They offer quality flavor profiles that will stand up to taste tests, either neat, or in your favorite cocktails." This unique positioning as a go-to value brand has put di Amore front and center both on- and off-premise, with beverage buyers paying attention to their customer's budgets, as well as looking out for their own bottom lines. Cities like Hemet, California, east of Orange County en route to Palm Springs, are among the hardest hit by the economic downturn in the state. There, between families struggling to make mortgage payments and a large retiree community who call this high desert community home, purchasing decisions are frequently cost-driven. The city's wine and spirits emporium Mega Liquor is one of the largest retailers in the state, with 15,000 square feet of storefront catering to customers who come live as far as an hour away. "People come to us because they know this is where they will find great products at good prices," says owner Victor Maidah. "And because so many of our customers are retirees living on a fixed income, we know our custom- ers have to be able to afford the items they come in for." PHOTO: LEIGH CASTELLI