The decision to discontinue Navan was primarily driven by the lackluster sales and the feedback received from bartenders and chefs. The Lapostolle family, the makers of Navan, introduced a revised formula in 2008, which was less sweet compared to its previous version. This change was made based on the feedback and suggestions received from industry professionals, who believed that the original formula was too sweet for their taste.
However, despite the efforts to improve the product, the revised Navan did not gain the desired traction in the market. The family tried repackaging and tweaking the formula, but it still failed to resonate with consumers and achieve the expected sales figures. This disappointing outcome ultimately led to the decision to cease production of Navan in 2010.
There could be several reasons why Navan did not sell well, despite the changes made. One possible factor could be the evolving preferences of consumers during that period. In recent years, there has been a growing trend towards drier and less sweet alcoholic beverages, as people have become more conscious of their sugar intake and are looking for more complex and balanced flavors.
Additionally, the market for flavored liqueurs is highly competitive, with numerous brands vying for consumer attention. Navan faced stiff competition from well-established players in the market, making it challenging to carve out a distinct niche and attract a loyal customer base.
Furthermore, the marketing and positioning of Navan may have played a role in its lackluster sales. While the feedback from bartenders and chefs was taken into account, it is possible that the product failed to effectively communicate its unique selling points to consumers. In a crowded market, it is crucial for a brand to have a clear and compelling message that resonates with its target audience.
Personal experiences and observations also suggest that the availability and visibility of Navan in bars and retail stores could have been a contributing factor. In some instances, it was challenging to find Navan on the shelves of liquor stores or listed on cocktail menus. Limited accessibility and awareness can severely impact the success of a product, especially in the competitive landscape of the spirits industry.
The decision to discontinue Navan was driven by the disappointing sales and the feedback received from industry professionals. Despite efforts to improve the formula and packaging, Navan did not resonate with consumers, potentially due to evolving preferences, competition in the market, marketing challenges, and limited availability. These factors combined to make the continuation of Navan economically unviable for the Lapostolle family, leading to its discontinuation in 2010.