Building the Brands
It’s one thing to know you have special products to introduce to the world, and it’s quite another to convince the world it’s true. Roux was able to do just that with every brand he touched. Whether it was with Grand Marnier, Absolut Vodka or Bombay Sapphire, Roux understood what it took to build a brand.
Check out the interactive timeline below to catch a glimpse of how it all began…
- Carillon signed an agreement with AB Vin & Spirit Centralen, the Swedish Producer of Absolut Vodka, to distribute its product in the U.S.
- IDV, a wholly-owned subsidiary of Grande Metropolitan, the British conglomerate, acquired Carillon
- Michel Roux was appointed the president and CEO of Carillon.
- The advertising for Carillon brands was taken to new heights after Roux hired TBWA of New York to promote Grand Marnier and Absolut Vodka.
- Roux commissioned Andy Warhol to paint a picture of the Absolut bottle for one of the most innovative marketing technique ever, a combination of liquor and the arts.
- Grand Marnier was advertised in an artistic fashion by renowned artist Gervasio Gallardo. The bottle of exquisite liquor was placed in exotic locations, always with an orange in plain view.
- Advertising was taken to new levels under Roux’s direction, with moving ads, talking ads, and interactive Christmas ads for Absolut. The ads included three Christmas songs and even simulated falling snowflakes.
- Carillon now imports 3.5 million cases a year, versus the 535,000 cases it produced in the early 80s.
- Roux grew Carillon’s overall sales from $20 million in 1982 to $230 million in 1990.
Absolut Vodka, Grand Marnier and Bombay Sapphire still remain some of the World’s top brands and are the liquors of choice for premium cocktails.
…thanks to Michel Roux!