Liquor Sophia as a New Branding to Improve Marketing Tourism in East Nusa Tenggara Indonesia

Author(s): Suwandi Sumartias*, Emeralda Ayu Kusuma and Siska Armawati Sufa


East Nusa Tenggara Province is one of the provinces in Indonesia which has excellent tourism potential. At present, the Government of Indonesia is trying to exploit the various possibilities in the region to support the world's tourism destinations. Sophia is alcoholic liquor with 40% content. Sophia is a local folk liquor in East Nusa Tenggara, officially branding by the Indonesian government through the East Nusa Tenggara Provincial Government. This study refers to Branding's potential, which is the primary goal of comparing these products— in this study, using a qualitative descriptive approach. This research reviews the marketing strategy of the branding sopi, which is the result of local wisdom of the local community that has passed down for generations.

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