Alexandrion Group draws alarm signal on counterfeit alcoholic beverages, through video spot which prepares the launch of Cava D’Oro’s new visual identity
Counterfeit alcoholic beverages pose a serious threat to consumers’ health and have a significant negative impact on global economy. Alexandrion Group, the biggest producer and distributor of spirits and wines in Romania, draws an alarm signal on this topic, trough a video spot which prepares the launch on the new visual identity of Cava D’Oro, one of the best known brands in the Group’s portfolio and an important player in the brandy & brandy like drinks category. Produced by the advertising agency Papaya Advertising, the spot sums up the key ideas of a series of spots which will be aired on TV, but will also be available on the Social Media media channels of Cava D’Oro.
The video material can be watched here: https://www.youtube.com/channel/UC18cHIOClOE7HFOJ8dHx9tQ
„We have created a series of video spots for Cava d’Oro which aim to bring to the frontline a major issue that the spirits market is facing. Without focusing on the consumption increase, in general, we would like to show how dangerous the lack of discernment can be when we buy alcoholic beverages and not only. A counterfeit alcohol brand can have devastating effects on health and on economy. And, although we are all constantly exposed to TV news, articles and market features that highlight this issue, the quantities of counterfeit alcohol that are sold not only in Romania, but internationally, continue to remain very high. We would like people to pay attention not only to the quantities of alcohol that they drink, but also to quality and choose products with stamp, from authorized producers. This is like when we get informed about a certain topic, it is preferable to use credible sources” said Robert Tiderle, Head of Creation and the Owner of Papaya Advertising.
„The very good results that we have had, over the years, with Cava D’Oro, have shown us that this is a brand that is very loved by the Romanian consumers, a brand that they can enjoy with their friends, in a relaxing, informal, simple environment. Besides the responsible consumption that Alexandrion Group has been promoting for more than 30 years, it is extremely important for us to discourage the acquisition of counterfeit alcoholic beverages, which put health at risk, undermine the legitimacy of the authorized international companies in the area, jeopordize jobs and lead to huge financial losses to the state’s revenues, resulted from fees applied to alcoholic beverages producers. This situation cannot continue forever, we have to put an end to it. The spots produced by Papaya Advertising reflects our efforts in this direction” said Mr. Nawaf Salameh, Founding Chairman of the Alexandrion Group.
Cava D’Oro is a spirit that also contains wine distillate matured in oak barrels, mixed with alcolhol from cereals, with purified water and other ingredients which enhance its aromatic properties. The brand maintains its position as the second most important player in the „Value for Money” segment of the Brandy & Brandy like category – reaching a 19% market share in volume and a 23% market share in value, with a year-on-year increase that exceeds the increase of the Brandy category. *
Between December 2020 – June 2021, Europol and Interpol performed an operation which targeted the trafficking of counterfeit and substandard beverage and food in 72 coutries, including Romania. A total quantity of 1.7 million of liters of counterfeit beverages, including spirits, wines and beer was seized.
*Source: Nielsen Retail Audit, Data YTD January – April 2022, Modern Trade and Traditional Trade.
**Source: Europol press release: 15 000 tonnes of illegal food and beverages off the market, Julty 21st 2021.
About The Alexandrion Group:
Alexandrion Group is leader in the production and distribution of spirits and wines in Romania and the only single malt producer in the country. The group has a history of over 200 years in the local spirit industry, producing some of the strongest brands in Romania, at THE ALEXANDRION SABER 1789 DISTILLERIES, recognized both nationally and internationally for their quality and refinement. The product portfolio includes traditional Romanian drinks and international products. Alexandrion 5 * and 7 *, the famous Brâncoveanu XO, VS and VSOP vinars, SABER Elyzia fruit liqueur, Zolmyr fruit distillate, Kreskova Vodka and other products have ensured the Group the leading position of the Romanian spirit and traditional drinks market. Starting with 2018, the Group expanded its activity, completing its portfolio with award-winning, still and sparkling wines.