Cristalex launches in Romania US-produced range of spirit drinks Ole Smoky Moonshine

Cristalex introduced on the Romanian market Ole Smoky Moonshine, a new range of spirit drinks, produced in Gatlinburg, Tennessee. In the first year, Mihai Scortea, Cristalex Marketing Manager, said the company expects to sell 20,000 units of the premium range of drinks.

Produced by the Ole Smoky Distillery in Gatlinburg, Tennessee, Ole Smoky is the US leader in the premium moonshine range. Produced from unmatured corn, moonshine is produced today from the same ingredients and using the same techniques as during the prohibition, when it was transported ‘under the moonlight, hence the name.

With a history spanning 100 years, the Ole Smokey Tennessee Moonshine comes in six assortments , each offering a different flavors: Harley Davidson Road House Customs, Apple Pie Moonshine, Moonshine Cherries, White Lighting Moonshine, Hunch Punch Moonshine and Blue Flame Moonshine.

The Ole Smokey Moonshine targets in particular millennials in the 21-34 age range, under the slogan “C’mon live a little! “Launching a new category is always a challenge, and Ole Smoky is by default looking for a challenge, catering to those who want to live unique moments and to whom a disruptive factor is a path to a new and conventional experience,” Mihai Scortea, Cristalex Marketing Director said.

“Currently, the Romanian imported spirits market has recorded in 2016 an increase which we estimate at 10 percent. It is, therefore, a great opportunity for us to launch a news spirits category. We stronly believe that the Romanian consumer is ready to discover a new category of spirits, Moonshine. Old Smoky Moonshine is the leading moonshine in the US and due to its leading position, and its premium quality, we strongly believe in its success in Romania as well,” Scortea told Business Review.

According to Scortea, the Old Smoky Moonshine range will be sold nationally, and the company will invest its resources in promoting the drinks at a national level. “We estimate that in the first year, we will sell 20,000 jars, (each jar having 700 ml), and we look forward to investing all profits made from sales during the first year, in promoting and marketing the Old Smoky Moonshine range in Romania. The range will be distributed nationally in premium venues, through our dedicated sales force,” the Cristalex Marketing Director added. The launch was hosted by Nomad Sky Bar in Bucharest’s Old Center.

Georgeta Gheorghe