Montreal-based beverage bottler Enzamar is launching a premium New Age import beverage called Seibella in Quebec and Ontario this month.
The new beverage, derived from ingredients imported from Italy, is touted as family-owned ‘Enzamar’s authentic, Italian beverage.’
The beverage will gain distribution in restaurants and cafes, including upscale Italian eating spots and food shops, in the West Coast market and the u.s. in coming months.
The new brand is targeted to 25-to 50-year-olds, the majority being women, with a mature palette who prefer something distinguished.
The brand has a strong Italian association, which is vitally important, says Enza Cappadoro, president of Enzamar.
Italian food and wine is highly regarded, Cappadoro says, and Italian and Mediterranean restaurants are among the most frequently found in North America and showing the fastest growth.
While the New Age beverage category is experiencing tremendous growth and brand proliferation, one might expect additions to get lost in the shuffle, but Cappadoro says Seibella will not get left behind.
She says Seibella can not be compared with other New Age beverages such as Coca-Cola’s Fruitopia or Quaker Oat’s Snapple.
She says Seibella is more upscale and will not likely be a ‘fad’ as some brands may be.
Cappadoro says the closest competitor Seibella has is Perrier – a premium import of sparkling mineral water.
She says in the first year the new brand will be marketed and promoted to restaurants and cafes through grassroots ads and point-of-purchase materials.
She says it is in these markets that alternative beverages are the most popular.
Enzamar also plans to sponsor events, particularly those taking place at museums and galleries.
No details are being released at this time.
All advertising for Enzamar is created either in-house or by a number of independent ad agencies.
Packaging was designed by Enza Cappadoro and executed by Tequila Marketing and Communications in Montreal.
When the brand has gained some recognition and notoriety in the next two to three years, Seibella will be taken mainstream.
The same strategy worked for Brio, a popular 32-year-old soft drink marketed by Antonio Cappadoro before Quebec rights to distribution were taken over by Enzamar about three years ago.
The six flavors – Limonata, Mediterranean Orange, Gassosa, Rossa Amaro (bitter), Caffe Amaretto, and Espresso – are mixed and bottled in Montreal with ingredients imported from Italy.
Enzamar, created by Enza and Marilena Cappadoro, has been in operation for three years and has shown substantial growth, largely due to increased distribution in Quebec and Ontario.
Toronto-based Cott Beverages is also coming into the Ontario market with a New Age ‘energy’ beverage called 100% Smart.
The new beverage, launched more than a year ago by ADN Quebec in Montreal, has a combination of herbs, such as ginseng, spirulina and kila nut, to provide energy to the consumer.
The three flavors – tropical, passion and oranginal – are being targeted to ‘youth of all ages.’
Touted as a ‘ `smart’ alternative to liquor and soft drinks,’ 100% Smart is being positioned as a healthy, satisfying, energy booster.
100% Smart has been available in Quebec for some months and is now available in 300-millilitre bottles at convenience stores, supermarkets and drugstores in Ontario.
No ad campaign has been planned.
This new beverage will be supported by grassroots efforts. Promotional spots will be aired on MuchMusic and Breakfast Television on Citytv.
On-street sampling is also planned. HL
