Last week I discussed the importance of heritage in product premiumization. Which poses the question: What, then, is the difference between Volcan and Eminente in the Moët Hennessy portfolio?
Eminente, another beautiful brand with a story rooted in Cuban heritage, faces very different market conditions.
The rum market is much more saturated in Europe than tequila, meaning that while a great story and beautiful packaging matter, they will not be enough to stand apart from other rhum brands.
To emphasize its unique features, quality, and exclusivity, Eminente should be focusing on different selling points than Volcan.
Rather than highlighting a strong, biodiversity strategy or highlighting the makers of their product, Eminente has a targeted strategy for existing rum consumers.
Exceptional experiences, is the name of their game. You will find Eminente enlisting the help of bar tenders elevate the versatility and flavor profile of their product, and offering unique installations, such as the Hotel Monte Carlo exhibit and the newly opened Casa Eminente. should do the trick to build buzz and make already-eager rum aficionados rabid.
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