A whole new brand experience

July 25, 2022
By Ioni Doherty

Melbourne based brand extension agency, Asembl, has brought together the espresso martini and national treasure, the Violet Crumble, to create a super-branded experience.

Asembl is a part of licensing agency, Merchantwise, and works with brand owners, retailers and manufacturers to innovate and extend the consumer experience.

With the Violet Crumble Espresso Martini, the business worked with Menz – owners of the Violet Crumble brand – and Feminaè Beverage Co, also based in Melbourne.

Asembl manages the licensing opportunities for Menz which counts Violet Crumble and Polly Waffle in its portfolio of brands.

Asembl Managing Director, Justin Watson said, “The first of many opportunities for their brands, this partnership between Menz Violet Crumble and Feminaè Beverage Co has been brewing for quite some time so we are thrilled to see this truly shattering twist on the espresso martini launch today. “

Feminaè Beverage Co’s Violet Crumble Espresso Martini blends Violet Crumble honeycomb flavour with a rich blend of cold drip coffee made in Melbourne, premium quality vodka and smooth Australian cream.

Presented in art deco packaging with rose gold detail, each Feminaè Beverage Co’s Violet Crumble Espresso Martini comes with a 30 gram Violet Crumble bar to shatter as a garnish over the cocktail.

The ready to drink 2-litre Feminaè Beverage Co Violet Crumble Espresso Martini serves 24 standard drinks and is available to purchase for RRP $79.90 from www.feminaebeverageco.com.au while stocks last.

“An espresso martini is almost as iconic as the famed Violet Crumble.  Bringing these on-trend flavours together with Feminaè Beverage Co, is just another way to enjoy your favourite chocolate and honeycomb treat.  We love surprising our fans with new and exciting ways to enjoy Violet Crumble,” said Phil Sims CEO of Menz.

Adele Barbaro, Founder of Feminaè Beverage Co said, “We’re so thrilled to partner alongside one of Australia’s most iconic confectionery brands, Violet Crumble.  We’ve worked very closely over the last year to create a delicious and indulgent product that I know Aussies will love.”

Known for unique yet famous flavour combinations, Feminaè Beverage Co previously launched Pink Grapefruit Gin, Passionfruit and Pavlova Cosmo and Cheeky Peach Gin but this Violet Crumble Espresso Martini is set to be the most famous of the brand to date.

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