Wall Street Journal - Article Example

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Wall Street Journal

Now a new product is making a name for itself. Nuvo, a sparkling vodka, from France has made a big splash in bars and liquor stores across the country. People are attracted to its promise of high quality. Its brand is taking off. What accounts for the new interest in artisinal spirits, and for Nuvo in particular? During the financial crisis of 2008, many luxury brands took a hit as people had less money to spend and had to scale back a lot of their spending habits. But as the recovery takes off, people are coming out of their hibernation and starting to spend time searching for new brands to try out. Nuvo has found a niche in the market and is riding that niche all the way to the bank. People want to feel good again. They want to be seen in the clubs with the latest thing. And Nuvo is that latest thing. Nuvo was originally intended to be marketed towards women, but its creators soon found that it had wide appeal and sought to market it towards both men and women. It is an artisinal liqueur, but much of the artisinal quality is communicated through the product's packaging. A bottle of Nuvo looks very similar to a bottle of perfume. The colour too suggests that this is something you might find behind the counter at an expensive department store. The creators have taken the aesthetic quality of a perfume bottle and put a new liqueur twist on the concept. Americans seem to love it, especially young New Yorkers. ...
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Summary

A New Name to Watch: Nuvo, the Pink Vodka Alcohol has been with humanity from time immemorial. Throughout history people have worked to refine alcohol and make into something fit for rituals and even to collect. Alcohol that is crafted and collectible is often called artisanal…
Author : ygreenfelder

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