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April 13, 2021

MGP Ingredients’ Luxco Vita Frute Blood Orange RTD – Product Launch

Luxco, the US distiller purchased by MGP Ingredients this year, has added a Blood Orange flavour to its Vita Frute range of vodka soda RTDs.

MGP’s Luxco Vita Frute Blood Orange

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Category – RTD, vodka-based, 5% abv

Available – From this month

Location – The US

Price – SRP of around US$9.99 per four-pack of 35.5cl cans

Luxco, the US distiller acquired by MGP Ingredients earlier this year, has added a Blood Orange flavour to its Vita Frute range of vodka soda RTDs.

The extension joins Lime Basil, Pineapple Coconut and Grapefruit in the Vita Frute range and will be available in a four-pack and a variety pack. All Vita Frute RTDs are made with vodka and contain 100 calories per 35.5cl can and no sugar.

In January, MGP confirmed its intention to buy Luxco in a deal worth US$475m. Luxco is best known for its Kentucky Bourbons including Ezra Brooks and Rebel Yell but also owns a distillery in Jalisco, Mexico, which produces the El Mayor Tequila.

MGP specialises in producing base spirit for a number of third-party spirits brands in the US. The company said the Luxco acquisition signals a move into higher value-added products.

Are hard seltzers paving the way for ‘soft seltzers’? – 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.
by GlobalData
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