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US NEWS AND RESEARCH FOR THE WINE, SPIRITS AND BEER EXECUTIVE |
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| Michel Roux Launches Crillon, A New Upscale Beverage Marketing Company EDITOR'S NOTE: Michel Roux is widely regarded as the US drinks industry's premier marketer of the past two decades. Having engineered the rise of Absolut vodka at Carillon Importers Ltd (IDV) until Absolut's move to Seagram in 1994, Roux subsequently focused on Stolichnaya vodka and Bombay Gin. Those two brands have yet to attain the heights reached by Absolut, but in many ways Roux repeated some of his previous successes. He revitalized Stolichnaya's image with a new ad campaign and took a huge, largely successful risk by creating a new flavored vodka line. Bombay Sapphire, while still small at around 220,000 cases, more than doubled in volume from 1994-98. And its advertising helped set the stylistic tone for the US market's martini craze. Having left United Distillers & Vintners last October; Roux has formed Crillon, a New Jersey - based beverage marketing company. |
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