Pernod Ricard Travel Retail Europe (PRTRE) is all set to roll out the anise-based spirit 51 Rose at Marseille Provence and Lyon–Saint Exupery airports in France in summer 2013.
51 Rose was initially launched in France in April 2013 to target female customers. It possesses notes of pink grapefruit, strawberry, blackcurrant and raspberry.
The drink has low alcohol level of 35% ABV when compared to the original Pastis 51, which has alcohol level of 45% ABV.
Both 51 Rose and Pastis 51 will be available for sampling and purchase at the French airports solely through French operator Aelia.
PRTRE assistant brand manager Libby Wilding said they are delighted to launch 51 Rose in disruptive and engaging activations in Pastis 51's homeland; the South of France.
Pernod Ricard marketing director Mathieu Deslandes said 51 wishes to get things moving and bring a new experience on the market.
"We have been able to change the codes of pastis in the past four years thanks to our 'piscine' way of serving it, in a big balloon glass with a larger proportion of water and lots of ice," Deslandes added.
