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January 10, 2022

Katy Perry partners with Amass to launch De Soi non-alc “aperitifs”

By Andy Morton

Singer Katy Perry is the latest celebrity to launch a range of beverages with the release of non-alcoholic sparkling RTD brand De Soi.

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Created in partnership with Los Angeles-based botanical beverage producer AMASS,  the brand rolls out in the US in time for ‘Dry January’, Perry said last week. The three expressions in the range contain “natural adaptogens” such as reishi mushroom, ashwagandha and maca root.

De Soi is available through its official online store in 75cl bottles or four-packs of 8oz (22.7cl) cans for US$25.

Perry described the brand as an “aperitif” that has been designed for immediate consumption or mixed with other ingredients for a zero-alcohol cocktail.

“By partnering with Amass, I was able to create De Soi, apéritifs that allow me to be my brightest and most dynamic self without giving up the complex taste and stress-soothing effect I look for in a celebratory drink or nightcap,” she added.

Amass is a multi-category health & wellness company that uses botanical ingredients to make alcoholic and non-alcoholic beverages, as well as hand sanitiser, hand soap and lotions. The firm’s other beverage brands include Riverine no-alcohol spirit and Amass gin and vodka.

Last year, the company released Amass Afterdream, a cannabis-infused spirit.

The drinks industry has long proved attractive to music and film celebrities. Dwayne Johnson owns Tequila brand Teremana while rapper & producer Sean Combs is involved with Ciroc Vodka.

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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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