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May 27, 2022

Pernod Ricard’s Malfy Gin & Tonica RTD – Product Launch

The pair have been launched in a bid to tap into rising RTD demand

By James Beeson

  • Category – RTD, spirits-based, 7% abv
  • Available – From this month
  • Location – New Zealand, Australia, Austria, with more markets to follow in Spring 2023
  • Price – Not immediately available

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Pernod Ricard has rolled out two RTDs from its Malfy gin brand.

Malfy Con Limone Gin & Tonica and Malfy Rosa Gin & Tonica will launch in Austria this month, after a successful trial in Australia and New Zealand. The pair use Malfy’s flagship gin and Malfy Rosa gin as their base spirits, respectively, with the former adding limoncello and natural mint flavours and the latter featuring a “hint of natural rosemary flavour”, according to the brand owner.

The 7% abv duo, which are available in four-packs or single-serve bottles, have been introduced in a bid by Pernod to tap into the market for RTDs, which is growing at 26.4% and forecast to continue achieving double-digit growth until 2025, according to IWSR figures cited by the group.

“As consumer demand for convenience continues, we are delighted to be launching a .. super-premium ready-to-drink option for those looking for a sophisticated drinking experience without the effort,” said Malfy’s global brand director, Toni Ingram. “Malfy Gin & Tonica’s easy and convenient format delivers the high-quality drinking experience our consumers are looking for and provides a stylish solution for restaurants, bars and hotels, as well as hosting at home.”

Malfy was acquired by Pernod from New-York based Biggar & Leith in June 2019. The brand operates out of Pernod’s The Gin Hub division, which also includes Beefeater, Plymouth and Seagram’s.

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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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