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April 14, 2022updated 20 Apr 2022 10:46am

Bacardi’s Bombay Citron Pressé gin – Product Launch

The extension follows the launch of Bombay Bramble in 2020

By James Beeson

  • Category – Spirits, gin, flavoured, 37.5% abv
  • Available – From this month
  • Location – The UK (now), Europe (Summer 2022)
  • Price – In the UK, SRP of GBP23 (US$30) per 70cl bottle

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Bacardi has extended the range of flavoured gins from its Bombay Sapphire brand with a lemon expression.

Bombay Citron Pressé is made from the brand’s flagship London Dry gin infused with Mediterranean lemons. The extension is inspired by the traditional Tom Collins cocktail and contains no added sugar.

Roll out to the UK off-premise kicks off this month, with an on-premise launch in pub-chain Mitchell & Butlers penned in for next month and a wider European launch slated for the Summer.

The brand has planned a multi-channel campaign to launch the product, comprising in-venue activations, in-store POS, PR and out-of-home advertising as well as Social Media, digital and influencer marketing.

In an interview with Just Drinks this week, Bombay Sapphire’s global VP, Natasha Curtin, said the recipe development for Bombay Citron Pressé was based on consumer demand for “natural and authentic” gin flavours.

“We wanted to give drinkers something new and exciting to explore, but to do it in a way that feels authentic and still has our signature gin present as a flavour,” she said. “That’s something we have heard time and time again from our consumers.”

The launch of Bombay Citron Pressé follows the addition of Bombay Bramble from Bacardi in 2020. The brand has since introduced an RTD format of the berry-infused expression to its stable.

“Consumers want convenience but they don’t want to compromise on taste” – Natasha Curtin, global VP for Bombay Sapphire

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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