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Alizé spirit brand links with Rinse FM in urban music marketing push

Published:  20 July, 2015

The Alizé French spirits brand is being supported by an international marketing campaign linked with contemporary music.

The first UK activity in the Louder campaign for the range of vodka, Cognac and fruit mixes is a link-up with online urban music platform Rinse FM, including a bar at the Notting Hill Carnival in London in August.

Alizé producer Lafragette & Legier was bought by Quintessential Brands earlier this year.

Lizzy Johnson, global brand and marketing director, said: "We wanted to unlock the brand's intrinsic equity and heritage and have appointed the specialist fan-focused marketing agency Ear to the Ground to help us understand music fans and build the brand for a new generation."

Jay Orlean-Taub, international brand manager, said the link with Rinse would give it "unrivalled access to content and events across the UK".

Alizé has cultural ties with the world of hip-hop having previously been mentioned in songs by Tupac Shakur, Biggie Smalls and Jay-Z.

UK distribution is through Quintessential's Essential Drinks subsidiary.