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April 1, 2021

Pernod Ricard’s Smithworks Hard Seltzer Lemonade – Product Launch – video

The US division of Pernod Ricard has launched a range of hard seltzers from its Smithworks American vodka brand. 

Pernod Ricard’s Smithworks Hard Seltzer Lemonade

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Category – Alcoholic soft drinks, 5% abv

Available – From this month

Location – The US

Price – TBC

The US division of Pernod Ricard has launched a range of hard seltzers from its Smithworks American vodka brand. 

Launched in collaboration with US country musician Blake Shelton, Smithworks Hard Seltzer Lemonade, which is malt-based, represents the brand’s RTD debut. The four-flavour line-up comprises Classic Lemon, Ripe Strawberry, Southern Peach Tea and Crisp Lime.

Coinciding with the launch this week, the unit unveiled a 30-second advert that features Shelton showcasing the offerings.

The range is currently available in 17 US states, with further domestic expansion expected this year, in the following formats:

  • 12-can ‘Variety Pack’ (35cl)
  • Six-can ‘Classic Lemon Pack’ (35cl)
  • Single-serve 70cl cans of Classic Lemon and Ripe Strawberry

All four flavours contain 100 calories and one gram of sugar per 35cl serving.

“With the ready-to-drink category forecasted to be the fastest-growing category over the next five years, we are thrilled to enter this space and offer a new spin with our Smithworks Hard Seltzer Lemonades like no others,” said Smithworks’ VP, Regan Clarke.

Last month The Boston Beer Co launched a Watermelon Lemonade variant for its Truly hard seltzer line, alongside a new ‘Punch’ range.

Does Heineken need hard seltzer? – 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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