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April 5, 2022

Douglas Laing & Co’s Rock Island Whisky & Tonic RTD – Product Launch

An RTD extension of the Rock Island Scotch brand - but it doesn't contain Scotch!

By Conor Reynolds

  • Category – RTD, “malt-based spirit”, 5% abv
  • Available – From this month
  • Location – The UK
  • Price – SRP of GBP1.99 (US$2.61) per 25cl can

Douglas Laing & Co has leaned into its Rock Island Scotch whisky brand name with its debut RTD.

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Rock Island Whisky & Tonic, unveiled this week, uses “malt-based spirit” as its base, thereby steering clear of Scotch definition rules. The premix is described by the company as a “balance [of] the finest island malt whisky with Scottish tonic water”.

“Following extensive experimentation, we settled on the Rock Island and Tonic long serve in answer to the ever-growing trend for pre-mixed cocktails in a can,” said MD Chris Leggat. “The recipe seeks to introduce whisky to a new audience via an accessible, appealing taste and convenient serve format.

Rock Island, which launched in 2015, comprises single malts sourced from the Scottish islands of Arran, Islay, Jura and Orkney.

In 2019, Douglas Laing bought the Perthshire-based Strathearn Distillery for an undisclosed sum. The purchase marked the blender and bottler’s first foray into distilling.

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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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