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April 27, 2021

Moet Hennessy’s X by Glenmorangie single malt – Product Launch

Moet Hennessy has launched a Glenmorangie Scotch whisky designed for mixing cocktails at home.

Moet Hennessy’s X by Glenmorangie

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Category – Spirits, whisky, Scotch, single malt, 40% abv

Available – From May

Location – Worldwide

Price – In the UK, SRP of GBP30 (US$42) per 70cl bottle

Moet Hennessy has launched a Glenmorangie single malt designed for mixing cocktails at home.

X by Glenmorangie targets the rising trend for at-home consumption and is described as “perfect for tall, simple serves”. Moet Hennessy has created a range of serves for the no-age-statement expression, including mixes with cola and tonic.

X by Glenmorangie is a 40%-abv single malt Scotch whisky aged in Bourbon casks and finished in new char oak casks. A spokesperson for Moet Hennessy, the alcohol unit of LVMH, said the whisky is part of the core range and will be available worldwide.

“X by Glenmorangie came from our dream of creating even more flavour possibilities, with a single malt that’s made to mix,” said Glenmorangie’s director of whisky creation, Bill Lumsden. “Consulting with top bartenders, we crafted this sweeter, richer single malt for all those enjoying mixing at home.”

The coronavirus lockdown has seen home-cocktail consumption increase, and distillers are pushing easy-to-make serves to benefit. Speaking to just-drinks in January, Diageo CEO Ivan Menezes said the company’s marketing had pivoted “significantly” to capture more of the at-home occasion. In March, the group launched a flavoured extension for its Haig Club grain whisky brand that targets the aperitif occasion.

Why whisky/whiskey can no longer ignore the allure of flavours – 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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