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March 14, 2022

Beam Suntory Sauza Agave Cocktails – Product Launch

The launch is the latest from the Beam Suntory's tie-up with Boston Beer

By James Beeson

  • Category – RTDs, agave-based, 8% abv
  • Available – From this month
  • Location – The US, available through selected off-premise multiple operators
  • Price – SRP of US$17.99 per 12-can variety pack

Beam Suntory has leveraged its partnership with Boston Beer Co to launch a selection of four Mexican-inspired premixes from its Sauza Tequila brand.  

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Sauza Agave Cocktails are the newest innovation from Beam Suntory in the RTD category and are available in four flavours at selected retailers nationwide. The line comprises: Lime Crush, Tropical Twist, Strawberry Breeze and Black Cherry Smash.

As well as a 12-can variety pack, the extensions will be available in single 71cl cans for $3.49 each and single-flavour six-packs at $9.99.

“Our goal with Sauza Agave Cocktails is to create a quality product with the format, flavour profile and convenience that consumers are looking for,” said Beam Suntory’s senior director of RTD strategic ventures, Stephanie Kang. “We have the opportunity to bring the Sauza brand into new occasions, while also reaching a new set of consumers, with whom we can build new brand loyalty and reputation.”

The launch is the latest to come from a long-term strategic partnership between Beam Suntory and Boston Beer.  Beam Suntory will handle national marketing and advertising, PR and Social Media for Sauza Agave Cocktails, while Boston will be responsible for production, distribution, sales, and trade and local marketing.

Boston has also teamed up with PepsiCo to launch Hard Mtn Dew across three US states.

Supply Chain Special – What’s the impact on spirits? – Click here for a Just Drinks comment

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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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