Karom Drinks launches Corrido

Wine and spirits manufacturer Karom Drinks, which is held by the German sparkling wine maker Schloss Wachenheim, is investing 800,000 euros (rate card figures) in supporting its traditional Spanish sangria brand, Corrido, in an attempt to “steal” some territory from the beer market. “Sangria is definitely creating a new consumption segment. We”ve had difficulties in positioning and identifying consumption habits. Beer is normally the star of the summer. Yet who knows best how to spend a torrid summer, Spain or the northern countries?” says Alexandru Frangopol, Karom Drinks general manger. Sangria is a carbonated drink made from a mix of red wine with fruit and several other ingredients. Karom”s move is a bold one, considering the failed attempt by big importers on the spirits market and by a number of local producers to establish ready-to-drink beverages (premixes like Bacardi Breezer, Havana Cluj, Campari Mix) on the Romanian market despite a very promising start two summers ago. “We are quite confident we”ll be able provide a better answer to the market than premixes,” Popescu says. ZF