FRANCE: LOIC RAISON AND ECUSSON TRY TO BOOST CIDER

Article Abstract:

Cidreries Ecusson and Loic Raison, top French cider producers, are planning marketing initiatives and innovations with a view to boosting sales following a 1.6% fall in sales by value in 2000 and several stagnant years. Over 80% of French people like the drink, but many do not think of buying it, and half of them only drink it once a year, according to the marketing director of CSR , Jocelyn de Villeneuve. Loic Raison, which has 53% of the table cider market, has to compete with own labels which have 22% of the market. It is planning an advertising campaign, including posters and tastings. According to the marketing manager at Ecusson, Christine Ball, cider lacks innovation and has an outdated image. Ball says that the company will target the 18-35 age group in 2001. It has a special offer on Cuvee Speciale Ecusson in March 2001 and there will be a FFr3 discount on packs of 3 in May 2001, among other offers.

Marketing procedures, CSR Ltd.

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FRANCE: VOLCLER AND VERT DE VIE SIGN DEAL

Article Abstract:

The French companies Volcler and Vert de Vie have signed a deal whereby they will market Festy-Pom carbonated apple juice in 25 cl and 75 cl formats. Under this agreement the new companies will also offer a full line of ciders which in includes the Bretagne and Normandie under the Ker'Lobret and Mont St Michel brands.

Canned & Bottled Soft Drinks, Soft Drink Manufacturing, Joint ventures, Bottled and canned soft drinks, Soft drinks

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FRANCE: VOLCLER LAUNCHES TWO HALLOWEEN DRINKS

Article Abstract:

Cidre Volcler has the exclusive Optos-Opus licence for marketing Festy'Pom Halloween apple juice and Chist'R Ma Bro Halloween cider in France. The recommended retail price is about FFr 25 for a pack of two 75 cl bottles of carbonated apple juice and between FFr 22 and FFr 24 for a pack of three 75 cl bottles of cider.

Product introduction, Canned Fruit Juices, Fruit and Vegetable Canning, Strategic alliances, Canned juices, Cidre Volcler S.A.

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