Mtl. firm launches Italian-style beverage line

Enzamar, a recently formed Montreal company, has begun targetting North Americans of Italian descent with a New Age sparkling beverage called Tosca.Tosca comprises eight Italian-style flavors: Dry Lemon, Mediterranean Orange, Rosso Amaro, Limonata, Expresso and Cafe Amaretto and two diet fruit...

Enzamar, a recently formed Montreal company, has begun targetting North Americans of Italian descent with a New Age sparkling beverage called Tosca.

Tosca comprises eight Italian-style flavors: Dry Lemon, Mediterranean Orange, Rosso Amaro, Limonata, Expresso and Cafe Amaretto and two diet fruit flavors.

Enzamar is affiliated with Blue Cascade, a four-year-old Montreal bottling firm that has the Quebec distribution rights to Brio, an Italian soft drink.

Tosca is being positioned as an authentic Italian beverage, even though Enzamar admits the flavors are, by Italian standards, watered down to meet North American taste preferences.

‘You find similar beverages in northern Italy, but the flavors are much harsher and much more bitter,’ says Enza Cappadoro, 29, who founded Enzamar in partnership with her sister Marilena, 26, and brother Frank, 30, who is president of Blue Cascade.

Cappadoro says Enzamar’s launch strategy for Tosca is to zero in on Italian restaurants and specialty Italian food stores, adding the company wants to establish Tosca as a premium-priced specialty brand before trying to develop a wide-reaching distribution network.

‘Once our name is better known, we will go full force at the supermarkets,’ she says.

Enzamar is focussing initially on the Toronto, Boston and New York markets.

Tosca advertising is being handled by Montreal ad agency Publicite Judson Wood, which picked up the account earlier in the summer.

Until sales begin to generate sufficient revenues to support a media budget, Tosca’s advertising will be limited to point-of-purchase materials in stores and restaurants.