Pernod Ricard Launches 51 Rosé spirit

Pernod Ricard Travel Retail Europe has introduced the anise-based spirit 51 Rosé to its portfolio.

The 51 Rosé joined Pastis 51 in sampling sessions taking place this summer in the Marseille Provence Airport and Lyon-Saint Exupéry Airport.

Designed to target younger female consumers, 51 Rosé contains “notes of pink grapefruit, strawberry, blackcurrant and raspberry” and at 35% abv, has a lower alcohol level than the original Pastis 51, which is 45% abv.

The summer campaign enables passers-by at the two airports to try 51 Rosé. Travellers can also sample both 51 Rosé and 51 Pastis in the signature Piscine cocktail at the Pernod Ricard kiosk in Marseille. The Piscine cocktail is made up of one part of either Pastis 51 or 51 Rosé, seven parts water and topped up with ice-cubes in the ‘Piscine’ glass. Shoppers who buy the 70cl 51 Rosé will also receive a gift from a selection including a Pastis carafe and Piscine glasses.

Libby Wilding, assistant brand manager of Pernod Ricard Travel Retail Europe, said the company is “delighted to launch 51 Rosé in disruptive and engaging activations in Pastis 51’s homeland.”