The Ruby

Patrick Allossery
Financial Post

Grapefruit has an image problem. Although it's plumper and juicier than most other fruits, it just isn't sexy.

As a result, according to the Florida Department of Citrus, sales to the under-55 crowd are practically nonexistent.

The worm could be starting to turn, however. New life has been breathed into the dowdy citrus by, of all things, Sex and the City, the hit HBO series about being single in New York City.

In last season's final episode, Carrie (Sarah Jessica Parker) and Samantha (Kim Cattrall) toasted Carrie's pending nuptials by sipping a drink called the Ruby, a martini made with red grapefruit juice and citrus vodka.

Upon catching the Ruby's appearance on the show, executives at Golin/Harris, the Chicago public relations firm representing the Florida Department of Citrus, became ecstatic and quickly whipped up an official recipe for the drink: ruby red grapefruit juice and citrus vodka in a glass dipped in sugar and garnished with pink grapefruit.

Although the popularity of Sex and the City made it a good bet the Ruby would begin to catch on among the young, urban, singles-bar set, Golin/Harris and Florida's grapefruit growers decided to increase the odds by running promotions in a number of U.S. cities. This led, in turn, to the citrus department signing a deal with SKYY Vodka, permitting the spirits maker to pitch the drink in licensed establishments and pass out recipe cards.

Now, the Florida Department of Citrus is turning its attention to Canada, where it has entered a marketing agreement with Guinness UDV, maker of Smirnoff Citrus vodka. Starting in July and continuing for the next 12 months, Guinness UDV promotional teams will fan out across the country visiting bars and stirring up interest in the Ruby. In all, the teams will make stops in 500 locations and reach more than five million consumers.

The goal is to "get people involved in fun, interactive games and get them to try it," said Rob Malloch, marketing director with Toronto-based Guinness UDV. The Smirnoff family of vodkas is the top spirit brand in Canada, selling slightly more than one million cases yearly. In the spirits industry, sales are measured in nine-litre cases.

"More than 50% of all vodka consumed is consumed with juice of one sort or another," Mr. Malloch said, adding this means it is vital for vodka marketers to create an association between their brands and natural juices or juice flavours.

Interestingly, the citrus vodka used in the Sex and the City episode was Absolut Citron. Maxxium Canada, Absolut's distributor, made a minor effort to push the Ruby just before Valentine's Day. Coincident with a visit to Toronto by Ms. Cattrall to promote her new book, the company issued a press release touting the Ruby as a good way to "add a little steam" to your special evening. However, Holly Wyatt, national marketing manager, spirits division, with Toronto-based Maxxium, said the company has no immediate plans to do further publicity around the Ruby.
"There are a whole bunch of opportunities in the market and we're going after different ones."
If you're wondering about the suitability of grapefruit growers promoting alcohol consumption, you're not alone. A number of commentators have raised the issue, and the Florida Department of Citrus seems to be taking evasive action by running a simultaneous health-oriented campaign in women's magazines such as Good Housekeeping and Self.

The campaign attempts to link grapefruit with the growing trend toward female-focused foods and uses the slogan "Refresh Your Mind, Replenish Your Body, Recapture Your Spirit."
At the same time, the Florida Department of Citrus has launched a program to promote its grapefruit and grapefruit juice consumption in women's health spas.

The Ruby promotion and the health focus are legitimate strategies, but if the department is truly serious about awakening the market to the taste of grapefruit, it should pay attention to Doris Reynolds, a food writer with the Naples Daily News in Naples, Fla. In a recent column, Ms. Reynolds recommended the department create special drink recipes (non-alcoholic, of course) for children.

With so many beverage choices on the market, you've got to win consumers over when they are young. Otherwise, you may not get another chance.

article reprinted with permission
pallossery@nationalpost.com