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Barista launches liqueur coffee; ANC roped in to handle creative duties

07-November-2009
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Barista launches liqueur coffee; ANC roped in to handle creative duties

Barista Lavazza has further expanded its beverage menu with a range of liqueur coffees at their Defence Colony Market outlet in Delhi. The company has roped in Alok Nanda & Company (ANC) for the promotion of the liqueur coffee range.

Sanjay Coutinho, COO, Barista Coffee Company Ltd, said “We are introducing this range in only one outlet in Delhi for now to test the market and the demand for such coffee. Following this, we will roll out in the other metros in a phased manner. It will take us at least three months for us to launch in Mumbai.”

Coutinho further said, “The launch of liqueur coffees will be an extension of the authentic Italian coffee drinking experience. We are confident that the new range of liqueur coffees will ensure that our guests keep asking us for more. We did a lot of research prior to this launch and saw a good demand for liqueur coffee in India, especially from young to mature adults upwards of 25 years in age.”

On the promotion plans, he said, “We are doing in-store collaterals, standees, danglers, and menus. We don’t do mainstream advertising in Barista.”

Coutinho further said, “Our core promise will remain coffee. We will continue to position ourselves as a café chain that provides an authentic Italian coffee drinking experience in a warm, friendly, no pressure environment.”

Meanwhile, Barista Crème Lavazza has also introduced a select listing of wine and beer, in addition to a bar bites menu with vegetarian and non-vegetarian kebabs, rolls and nuggets to complement the range.

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