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September 24, 2020

Distell’s Amarula Ethiopian Coffee cream liqueur – Product Launch

Distell is set to release a new flavoured variant for its Amarula cream liqueur portfolio.

Distell’s Amarula Ethiopian Coffee cream liqueur

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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, cream liqueur, 15.5% abv

Available – From January

Location – Initially only in Global Travel Retail ahead of a wider roll-out

Price – In the UK, SRP of GBP16.49 (US$21), available in one-litre bottles

Distell is set to release a new flavoured variant for its Amarula cream liqueur portfolio.

Almost two years after unveiling the Vanilla Spice variant, the South Africa-headquartered group has lined up Amarula Ethiopian Coffee. Launching in the Global Travel Retail channel early next year, the new addition, based around the marula fruit and flavoured with coffee beans from Ethiopia, will start to roll out to domestic markets from March.

“As the original home of coffee, Ethiopia is a name which resonates strongly and has a powerful significance for coffee lovers around the world,” said Distell’s Travel Retail MD, Luke Maga. “Flavour innovation plays an important role in the recruitment of new and younger consumers and we’re proud to champion this truly African ingredient and its heritage in Amarula’s latest range extension.”

Last month, Distell posted a near-15% decline in sales from the year to the end of June. While the multi-category group’s domestic market proved particularly troublesome, sales from its spirits division were relatively strong, dipping by a lesser 3.5%.

“COVID has accelerated many categories and RTDs is one of them” – just-drinks speaks to Rima Sawaya, senior brand manager for Pernod Ricard’s Kahlua

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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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