Leroux Liqueurs
Turning a 100-year-old liqueur into one of today’s fastest-growing brands.
The Challenge
In 2021, local spirits manufacturer and distributor Phillips Distilling Company acquired the over-100-year-old Leroux Liqueurs brand.
A legacy brand left in disrepair, Phillips saw the promise in Leroux’s portfolio containing:
- Dozens of premium liqueurs
- Classic schnapps and cordials
- A beloved, cult-favorite Polish Blackberry Brandy: Jezynöwka (and its accompanying mascot)
Leroux, however, did not possess:
- A website
- A clear audience
- A recognized brand
The Opportunity
With our deep knowledge of the food and beverage space, we knew liqueurs were the 3rd fastest growing category in the entire spirits industry.
Our own, in-house research and consumer focus groups gave us the insight that consumers were curious to try liqueurs but intimidated by the choice and mystery surrounding them.
Also a bunch of Midwesterners loved that Polish Brandy and nobody was tapping into their fanaticism.
There was potential. There was possibility. There was, dare we say it… curiosity?
The Solve
Demystify the liqueur category by rewarding our audience’s curiosity.
- Launch a whole new brand experience, from stunning cocktail imagery to a character-driven social media presence.
- Develop an interactive D2C web experience to help educate cocktail-curious consumers—and to help them find Leroux on shelf.
- Leverage trends in direct and organic search traffic to provide consumers with an easy solution to their mixology needs.
“What sets JT Mega apart is their hunger to support their business partners to be be successful.”
Laura Donnelly | Director, Brand Marketing | Phillips Distilling Co
The Results
Website engagement rate of 72.92% in the first year, way ahead of the industry benchmark of 50%.
Over 6% of visitors used the store locator to find Leroux on their local shelves.
Nielsen trends put Leroux Cordials in the Top 2% fastest growing cordials brand and Leroux Brandies as the #2 fastest growing brandy brand overall.
