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August 24, 2021

Moët Hennessy’s Ardbeg Traigh Bhan Batch 3 single malt – Product Launch

Traigh Bhan takes its name from a beach on the coast of Islay off Scotland's west coast.

By Olly Wehring

  • Category – Spirits, whisky, Scotch, single malt, 46.2% abv
  • Available – From next month
  • Location – Available worldwide through specialist spirits retail outlets
  • Price – In the US, SRP of US$299.99 per 75cl bottle

This year’s bottling of Ardbeg’s 19-year-old single malt is being readied for release.

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The third Traigh Bhan, which debuted as a permanent extension of the Moet Hennessy-owned Scotch two years ago, will be launched at the start of next month. The liquid has been aged in a mix of American oak and ex-Oloroso Sherry casks at Ardbeg’s distillery on Islay.

Like its predecessors, batch three features a label code directing consumers to information on the extension’s inspiration, Traigh Bhan beach in the Scottish island. Traigh Bhan is pronounced ‘tri van’.

Last year’s batch two carried an SRP of $205, almost $100 lower than the latest version.

Last month, Ardbeg was credited with showing “strong momentum” in the three months to the end June. Group sales for Moet Hennessy climbed 55% in the quarter on the corresponding period last year.

Social currency – Why aged spirits must lean in to influencers – 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
Enter your details here to receive your free Report.

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