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March 9, 2021

Kirin Holdings’ New Belgium Brewing Fruit Smash hard seltzer – Product Launch

Kirin Holdings is to enter the US hard seltzer category with the launch of New Belgium Brewing's Fruit Smash.

Kirin Holdings’ New Belgium Brewing Fruit Smash hard seltzer

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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 – Alcoholic sparkling water, 4.7% abv

Available – From this month

Location – The US, available nation-wide

Price – SRP of between US$14.99 and$15.99 per 12x12oz can multi-pack 

Kirin Holdings is to enter the US hard seltzer category with the launch of New Belgium Brewing’s Fruit Smash.

The 4.7%-abv sparkling water is flavoured with fruit juice and contains 100 calories per 12oz (35cl) can. Three no-added-sugar flavours are available – Berry Blast, Tropical Punch and Pink Lemonade.

According to New Belgium, Fruit Smash is an alternative to “basic” hard seltzers and will disrupt the category with its “real” fruit juice flavourings.

“Though the market has quickly become saturated with options, New Belgium saw an unmet need for an elevated seltzer to address shifts in consumer preferences,” the brewer added.

The launch is one of the first major releases from New Belgium since Kirin bought the Colorado brewer in 2019 through its global craft beer unit, Lion Little World Beverages. Kirin does not own any other US hard seltzer brands but distributes the category-leading White Claw in Australia.

New Belgium was founded in 1991 and helped drive US craft beer growth alongside The Boston Beer Co and Sierra Nevada. When Kirin acquired the company, it was the fourth-biggest US craft brewer by volume, according to Brewers Association data.

Why imported beer matters less now than ever – Click here for a just-drinks comment

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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.
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Enter your details here to receive your free Report.

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