Chamère campaign

Quintessential Brands has launched its RTD Kir Royale cocktail Chamère, in collaboration with the Netflix series hit Emily In Paris.

Created by executive producer Darren Star (Younger, Sex and the City, Beverly Hills 90210), Emily in Paris revolves around Emily, an ambitious twenty-something marketing executive from Chicago, who unexpectedly lands her dream job in Paris.

During Season 3 of Emily In Paris, Emily tasted and loved the French cocktail Kir Royale and pitched it as an RTD to her agency clients.

This idea gained attention from viewers, making the Kir Royale the most searched for cocktails online and turning it into an overnight viral sensation.

Ahead of the season 4 premiere on Netflix on 15 August 2024, Quintessential Brands has brought the Chamère RTD to life, featuring a “sophisticated packaging design that perfectly encapsulates the Emily In Paris aesthetic”

The new RTD cocktail is 10.5% ABV and is available in three SKUs.

The 250ml can (RRP £4) and the 20cl (RRP £7.95) and 75cl (£22) bottles feature the words ‘Kir Royal’ which is the French spelling of Kir Royale.

The packaging was developed in collaboration with Paramount and Sunhouse Creative agency.

Results from consumer research carried out by Quintessential Brands in the UK found that consumers would choose the Chamère brand for social occasions and they perceive it as a drink that is fun.

More than 60% of respondents said they would be interested in Chamère and among those interested, almost 80% would add Chamère to their repertoire, showing a “good indicator of how Chamère will contribute to growing the RTD category,” said the brand.

Letizia Razzino Quintessential Brands Global Brand Director said: We are extremely proud to have brought to life Chamère, the Emily’s Kir Royal RTD cocktail, in such a short period of time and with such attention to detail. It’s been a pleasure to work with the team at Paramount and we are so thrilled to be able to launch Chamère as Season 4 of this Netflix sensational show is released this August.”

Chamère’s launch will be supported by a full marketing campaign by Quintessential Brands.