Pernod Ricard USA announced today the launch of Becherovka Liqueur, a bitter herbal liqueur that hails from the Czech Republic. Pronounced “beck ur OHV kuh,” the distinctly flavored liqueur will debut on and off-premise in the United States beginning in April 2011.
Becherovka was made in the spa town of Karlovy Vary, Czech Republic, in 1807 by two men who wanted to create the elixir of life. Josef Becher, a Czech apothecary, and Christian Frobig, an English-born physician, blended more than 20 exotic herbs and spices with aromatic oils, alcohol, and mineral-rich water from Karlovy Vary to create the distinct golden amber liqueur. The secret recipe has been passed down and closely guarded through generations of the Becher family and is known today by a handful of individuals.
“Growth in the modern cordials category in the United States comes primarily from shot brands and liqueurs,” said Juli Falkoff, Marketing Director, Pernod Ricard USA. “The herbal liqueur segment is growing and provides a great opportunity to launch Becherovka, a more sophisticated drink experience with a unique flavor profile at an attractive price point.”
Becherovka is sweet at first sip, with hints of dark honey, followed by the spice of cinnamon, clove, and ginger, gently unfolding into a slightly bitter and pleasant finish with hints of orange peel. The liqueur is 38% alcohol by volume and offers a unique alternative to existing bitters brands and provides bartenders with new avenues for creative cocktail mixing.
The launch will be supported with custom-designed POS materials, including a dual-sided recipe tear pad and necker, perfect for attracting customers who have aged out of more mainstream liqueurs and are looking for a sophisticated alternative. On-premise, table tents will be available to create consumer interest and engage customers around the shot occasion.
“Becherovka offers the perfect balance of flavor and alcohol content, and comes in at an attractive price point in a competitive bitters category,” said Falkoff. “It is an ideal choice for those who seek new drink experiences and at an interesting and exciting addition to back bars and retail shelves.”
