Alexandrion Group, the largest spirits and wines producer in Romania, announces the launch of Alexandrion Flavour Collection, which, through concept, recipe and ingredients, brings innovation both on the Romanian and global market. Alexandrion Flavour Collection is an extension of the Alexandrion range, the leader of the brandy category in Romania, in terms of value and, at the same time, an essential brand within the group’s portfolio, a symbol of the longevity, stability and footprint of the Alexandrion Group on the Romanian spirits market.
« Alexandrion is a brand with a history of over 20 years and strong roots on the Romanian market. As an undeniable leader, Alexandrion has the responsibility to generate innovation and inspire the development of the category and the adjustment of the local market to the global trends. Alexandrion Flavour Collection is our way to respond to the needs of the contemporary consumer, attracted by the drinks with lower alcoholic concentration, open to experiment new flavours and tastes and focused on quality and responsible alcohol consumption. This launch is also a new stage in the evolution of the brand, with the purpose to introduce the range to a new audience category, by generating new consumption occasions» said Corneliu Vilsan, Chief Marketing Officer, Alexandrion Group.
The campaign “Choose the Taste. Orange of Coffee” introduces both the contrast and the harmony of the two flavours
Alexandrion Greek Orange and Alexandrion Coffee are both in harmony and in contrast, inducing different moods, which are just as pleasant. Alexandrion Greek Orange is solar, fresh, cheerful, while Alexandrion Coffee is exotic, energizing, mysterious, refined. They can both be enjoyed neat, in cold shots, in long drinks easy to prepare at home and in complexe cocktails, within the HORECA segment.
Alexandrion Greek Orange celebrates the origins of the Alexandrion brand, created in Greece, by harmonizing the intense wine distillate taste, aged in oak barrels, specific to Alexandrion 5* with the freshness, juicyness and sweetness of the Greek oranges. Through a special taste, the new Alexandrion Greek Orange reflects one of the dominant trends of the global flavoured alcoholic beverages market, in which the fruit flavours, especially the citrus ones, rank first in the consumers’ preferences, due to the fresh, pleasant hints.
Alexandrion Coffee is a surprising and ingenious combination between the familiar Mediterranean flavours brought by Alexandrion 5* and the sweet, nutty, black chocolate and vanilla hints that the freshly grined rosted coffee renders, which give a new dimension to the original recipe, enchanting the consumers. The Alexandrion Coffee taste is ehanced when enjoyed with ice or in shots.
« The sweet flavours of coffee, chocolate and vanilla, which add warm hints and energizing properties are also among the favourites of the contemporary, dynamic consumer, always on the move, busy, who is looking for both refreshing and conforting drinks. That is why, Alexandrion Coffee has all the necessary elements to be the consumer’s first choice” added Simona Popescu, Marketing Director Romania, Alexandrion Group.
Compared with the drinks from the classical Alexandrion Collection, Alexandrion Greek Orange and Alexandrion Coffee have a lower alcohol concentration, of 25%, reflecting the current tendency towards drinks with lower alcohol volume and responsible consumption. The two drinks are available in the 0.7 L version.
«The launching campaign Alexandrion Flavour Collection -« Choose the Taste. Orange or Coffee»- is a campaign full of colours, exciting, energizing that opens your appetite for the drinks. Through this campaign brings together the stories of the two flavours in an univers split in two equal sides, in contrast, but also highlighting the connexion between them» explained Simona Popescu, Marketing Director Romania, Alexandrion Group.
Visual identity created in Paris
The visual identity of the new Alexandrion Flavour Collection was created in Paris by the famous Appartament 103 atelier and renders in a creative and unique manner the attributes of the collection. The vibrant contrasting colour combination, the gold folio details, the Greek graphic elements and the logo with the face of Alexander the Great, illustrate the origins of the Alexandrion Flavour Collection brand.
Alexandrion Flavour Collection can be acquired from the large retail chains and convenience stores in Romania or can be ordered online on iconicdrinks.shop.
More details on Alexandrion Flavour Collection are available on www.alexandrionflavours.com
 According to the data provided by AC Nielsen, Alexandrion was the leader of the brandy category in terms of value, with a 27% market share, between September 2020-September 2021