Clamato Gives Dr Pepper Snapple Group a Spicy Boost
When it was created in 1969, Clamato wasn't just a new beverage. This spicy drink created an entirely new category in blended juices - "seafood blends." The secret seafood ingredient? A small amount (less than .01 percent) of New England clam broth gives Clamato its unique taste.
Clamato offers flavors to satisfy every palate, including Clamato Original and Clamato Picante in the U.S., Clamato Caesar in Canada, and Clamato Original, Clamato Vuelve a la Vida and Clamato Camarón in Mexico.
The Bloody Caesar cocktail is as uniquely Canadian as hockey and the maple leaf, which is why it’s Canada’s national cocktail. The spicy drink is a mixture of Clamato Caesar, vodka, salt, pepper, Worcestershire sauce and a dash of oregano. Clamato is one of the core brands for our Canada segment, which in 2012 increased its retail sales by 1 percent and outpaced the liquid refreshment beverages category by 0.2 percentage points.
Clamato has been available in the Mexican market since 1990, and has been leading its category for many years. The brand saw even more growth since the launch of Clamato Camarón, an example of Clamato’s reinvention and innovation. Clamato was chosen as a 2013 Flavor of the Year by the Flavor of the Year organization. This fandom was depicted in a recent ABC World News "Made in America" story, which discussed Clamato’s passionate following among both Mexican consumers and U.S. Hispanics. In our Latin America Beverages segment, Clamato volume grew 15 percent last year, contributing to the overall segment volume increase of 2 percent.
In the U.S.
Clamato’s popularity among Hispanic consumers enabled it to become the No. 1 tomato-based juice among Hispanics in both dollar and volume share. DPS is connecting with these consumers through sponsorships of local sporting events, The Latin GRAMMY® Awards, the Billboard Mexican Music awards and Chivas USA. In California, the 2012 Clamato sponsorship of the U.S. Chivas soccer team included meet-and-greets with players, product sampling during games and impactful merchandising at key retailers. In Florida, Clamato merchandising tie-ins to national holidays such as Father’s Day drive activation in key Hispanic accounts, with prizes allocated to each retail customer to promote sales in their stores. These efforts contributed significantly to the trademark.
Another boost for Clamato in the U.S. is Budweiser Chelada and Bud Light Chelada – blends of Clamato and Budweiser or Bud Light where great tastes come together for refreshing, spicy-lime flavor creation. These products represented 16 percent of the Clamato trademark, growing 23 percent in 2012.