Pernod Ricard USA Launches Becherovka

NEW YORK, NY – (March 11, 2011) – Pernod Ricard USA, the premium spirits and wine company in the U.S., today announces 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 U.S. beginning in April 2011.


Becherovka, made in the spa town of Karlovy Vary, Czech Republic, was born in 1807 out of two men’s quest to create the elixir of life. Josef Becher, a Czech apothecary, and Christian Frobrig, 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 U.S. 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.”

On the palate, 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. These flavors, delivered at 38% alcohol by volume (76 proof), offer consumers a unique alternative to existing bitters brands and provide bartenders with new avenues for creative cocktail mixing.

Falkoff added, “Becherovka can be enjoyed as a digestif, shot, or as an ingredient in craft cocktails, providing on-premise venues innumerable ways to experiment with and promote the product. Bartenders and mixologists identify with the product as it brings value to the bitters category while providing them with a new taste to create their own signature drinks.”

The launch of Becherovka will be supported with custom-designed POS materials, including a dual-sided recipe tear pad and necker, perfect for attracting consumers 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 consumers 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,” Falkoff concluded, “It is an ideal choice for those who seek new drink experiences and an interesting and exciting addition to back bars and retail shelves.”


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