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December 1, 2020

High Water’s High Water hard seltzer – Product Launch

A former Diageo European head of innovation has launched a range of hard seltzers in the UK under the same brand name as his start-up company, High Water.

High Water’s High Water hard seltzer

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Category – Alcoholic sparkling water, 5% abv

Available – From this month

Location – The UK

Price – SRP of GBP2.50 (US$3.30) per 25cl can

A former Diageo European head of innovation has launched a range of hard seltzers in the UK under the same brand name as his start-up company, High Water.

Nick Britton, who also had a stint as marketing manager for Guinness in his time with Diageo, is behind the 100-calorie-per-can High Water brand. Made with water from England’s Cotswolds region and triple-distilled vodka, the three-strong line is targetted at people with active lifestyles, according to Britton.

The range is available in three flavours – Lemon & Elderflower, Cucumber & Mint and Mango & Peach. The company will donate 1% of its profits to UK-registered marine conservation charity Just One Ocean.

“I have seen the incredible success of hard seltzers in the US, driven by the same trends we see in the UK, yet when I tried a number of the existing brands I didn’t find one that was perfect for me,” Britton said. “I therefore set out on a quest to make a product of the highest standard that was delicious, under 100 calories, low in sugar and with all-natural ingredients.”

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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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