Lejay is the original Crème de Cassis, created in Dijon, France in 1841. It is also the leading Crème de Cassis in the world, with major presence in Europe and Asia. Together with Lejay's Management, we revamped the brand, created Marketing and Communication platforms, and launched Lejay in partnership with Southern Glazer’s W&S and other leading US distributors.

Lejay only uses best French blackcurrant varieties. After a slow maceration in small batch distilled eau de vie, the berries are gently pressed, decanted by gravity and blended with French crystal sugar.
(Photo by Anna Williams)

Brand story emphasizing Lejay's unparalleled heritage, quality and versatility. 

“Remember your first French cassis?” concept.
Visuals shot by renowned photographer Anna Williams.

(Photo by Anna Williams)

New recipes developed with mixologists Leo Robitschek, Naren Young and Nicolas de Soto.
Focus on Kir Royal, El Diablo and other classic cocktails.

(Photo by Anna Williams)

Brand Book, POS, Sales Materials.

Creation of the "Lejay Classic Cocktail Tin" featuring Kir Royal and El Diablo.

Website, PR, Social Media, Events, Education. Coverage in major media such as The New York Times, The Wall Street Journal, Paul Pacult's Spirit Journal, Cosmopolitan.

(Trade launch in Boston shown above)

Partnership with leading distributors including Southern-Glazer’s (New York, California, Nevada), Martignetti (Massachusetts), Slocum (Connecticut) and RNDC (Georgia).

Hundreds of Consumer Tastings in leading Retail Stores. Conversion rate above 20%.