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April 19, 2021

Diageo’s Zacapa rum Heavenly Cask series – Product Launch

Diageo is kicking off a four-strong series of limited-edition rums from its jointly-owned Zacapa brand.

By Jason Ingle

Diageo’s Zacapa rum Heavenly Cask series

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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:  
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Category – Spirits, rum, Guatemala, 40% abv

Available – From this month

Location – Markets include Czech, France, Germany, Guatemala, Italy, Panama, Spain, Switzerland, Benelux and the Nordics

Price – SRP of EUR80 (US$96) per 70cl bottle

Diageo is kicking off a four-strong series of limited-edition rums from its jointly-owned Zacapa brand.

The line, entitled the Heavenly Cask collection, starts this month with Zacapa 23 La Doma, ‘The Taming Cask’. With all four bottlings designed to highlight parts of the maturation process of the Zacapa 23 expression, the debut expression has experienced additional ageing in ex-American whiskey casks.

Zacapa 23 contains rums aged between six and 24 years that have been matured in four casks during their time in barrels – two former American whiskey casks (one of which has been charred), an ex-Sherry cask and then a cask previously used to hold Pedro Ximenez wines.

The four expressions will be released annually in limited, albeit unspecified, quantities.

Diageo took on Zacapa in a distribution and marketing arrangement with brand owner Industrias Licoreras de Guatemala back in 2008. Today, the two companies jointly own the rum brand after Diageo bought a 50% holding almost exactly ten years ago..

Why copying gin’s template for growth risks doing rum a grave disservice – 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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