The Mudcat Café TM
Thread #116120   Message #2778658
Posted By: GUEST,Ken
02-Dec-09 - 12:57 PM
Thread Name: BS: Did Anybody Used to Drink Aqua Libra?
Subject: RE: BS: Did Anybody Used to Drink Aqua Libra?
Aqua Libra was developed and owned by IDV (International Distillers & Vintners,)in the late 1980's. It had a DBA ("doing business as ___" )with a Swiss Company name, which was no more than a PO Box in Geneva. It's flavor profile consisted mainly of melon and tarragon extracts. It was difficult for IDV to market it because that company's expertise, sales and distribution connections and network were in the beverage alcohol sector - not in the non-alcoholic sector. I suspect that when IDV was absorbed by Grand Metropolitan which then became Diageo, the Return on Capital Employed did not merit retaining Aqua Libra in their product profile, and they sold it.