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November 2, 2021

M&H Distillery’s Apex Dead Sea whisky – Product Launch

M&H Distillery is eyeing whiskies aged in Israel's Sea of Galilee and mountainous regions for future releases.

By Rhodri Morgan

  • Category – Spirits, whisky, 56.2% abv
  • Available – From this week
  • Location – Selected international markets, available through spirits specialists and online
  • Price – Not immediately available

M&H Distillery has launched a whisky that has been aged in barrels at 423 metres below sea level.

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Apex Dead Sea was laid down in ex-Bourbon and ex-red wine casks for one year in Israel’s Dead Sea region. The iteration will be released in an unspecified number of batches, with the first run of 4,892 bottles available from selected retailers and online e-tailer The Whiskey Exchange in the Netherlands, Taiwan, UK, France and Germany.

“Understanding the impact of the desert climate on the cask was a fascinating experiment and study project,” said head distiller Tomer Goren. “I look forward to continuing our geographical experiments, with the Sea of Galilee and the Jerusalem Mountains coming up next.”

M&H, which stands for Milk & Honey, was founded in 2012 by Israeli technology entrepreneur Gal Kalkstein and claims to be the country’s first whiskey distillery.

Earlier this week, Jack Daniels brand owner Brown-Forman welcomed a return to a   “level playing field” following the US-European Union removal of retaliatory tariffs on American whiskeys.

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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
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  • Perform company-level analysis to understand business model, size, and geographic focus
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