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February 9, 2022

Edrington’s The Macallan The Reach 81-year-old single malt – Product Launch

Be quick (and rich) - Only 288 units of The Reach are available

By James Beeson

  • Category – Spirits, whisky, Scotch, single malt
  • Available – From this week
  • Location – Available in the Global Travel Retail channel through The Macallan’s branded outlets and from the distillery
  • Price – RSP of US$125,000 per 70cl bottle

The Macallan has unveiled its oldest single malt to date.

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The Reach is an 81-year-old whisky that was distilled during The Second World War in 1940. The expression was matured in a Sherry-seasoned oak cask.

Brand owner Edrington has released 288 bottles of The Reach, each having been hand-made from mouth-blown glass and presented on a bronze sculpture of three hands, made by Scottish artist Saskia Robinson.

The Macallan’s master whisky maker, Kirsteen Campbell, said: “It is an honour to introduce The Reach. Created during a turbulent time in the world, this extraordinary expression showcases The Macallan’s history, ingenuity and unmistakable strength of character.”

The iteration will be on display at The Macallan Estate Boutique from today (9 February) and later in The Macallan domestic and travel retail outlets.

Also this week, Gordan & MacPail launched a new single malt from its Benromach Scotch whisky brand. Benromach Cara Gold is limited to 6,000 units and retails in the UK for GBP49.99 (US$67) per 70cl bottle.

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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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