Monte Carlo Vermouth: the luxury brand

What philosophy guides you in the development of MONTE CARLO VERMOUTH?

Our aim is to create a very high-end branded product that represents Monegasque savoir-vivre and expertise. From the outset of the project, we were guided by the tranquillity, sunshine and joie de vivre that characterise the Principality, as well as by legendary sites such as the Roseraie, from which we took petals for our recipe with the agreement of the Prince’s Government.

Next, we bring together the best expertise around Monte Carlo Vermouth: from the distillery in Grasse, inspired by the production of perfumes using cutting-edge technology, to the finishing touches in Italy with exceptional quality grapes from Piedmont vineyards listed as a UNESCO World Heritage Site. Not forgetting Monaco Brands, which enables us to operate the Monte Carlo brand with confidence.

The quality of Monte Carlo Vermouth was recognised at this year’s Concours International de Lyon, where we won a gold medal!

How do you explain the revival of bitter-flavoured drinks?

It’s the convergence of two trends. The post-Covid era is marked by consumers’ desire to consume less, but better quality products.
Secondly, there is a real return to the mixology culture, and vermouth is the basis for many cocktail recipes. It’s a clear inspiration for mixologists, and we’ve developed Monte Carlo Vermouth cocktails with the Buddha Bar, the Trinity Cocktail Club and the Coya, for example.

What are the three pillars of your communications strategy?

Firstly, to highlight the quality of our product. Behind every bottle of Monte Carlo Vermouth lies an enormous amount of expertise and know-how. Nothing is left to chance, from the complexity of the recipe to the design elements.
Next, we highlight the Monegasque lifestyle. A truly chic lifestyle marked by the pleasure of living each moment to the full.
Finally, mixology is our main promotional tool.

You are official licensees of the Marques de l’Etat de Monaco. What contribution have you made to the development of the brand and, in their own way, to the product?

Monte Carlo is an attractive brand and it needs to be protected and defended. This is the primary mission of Marques de l’Etat de Monaco and it is important for us to be able to collaborate with this state-owned company, which also assures us that our product is in keeping with the brand image of the Principality of Monaco.

We had lengthy discussions right from the start of the project. Les Marques de l’Etat de Monaco and their licensing agent, Redwhite, were able to provide us with valuable suggestions for anchoring our recipe even more firmly in Monaco. The use of rose petals from the Principality’s rose gardens in our recipe is a prime example.

How is the collaboration with Redwhite and the Marques de l’Etat de Monaco going?

Perfectly well. Their teams are always ready to listen to us. The collaboration around the Monte Carlo brand is pleasant, absolutely fluid and always constructive, with a great deal of understanding and discretion. The Redwhite licensing agent is an excellent partner for Eugène René and its Monte Carlo Vermouth.