View all newsletters
Receive our newsletter - data, insights and analysis delivered to you
  1. News
July 26, 2021

Phillips Distilling Co launches “freezer vodka” Cubist amid brand push

The US distiller also unveiled new photosensitive packaging for UV Vodka along with two marketing campaigns.

By Andy Morton

Phillips Distilling Co has released a range of innovations including a vodka brand that is designed to be stored in the fridge.

Free Report
img

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.

Cubist is a “freezer vodka” with thermochromatic packaging that turns blue when frozen to the correct temperature. The Minnesota-based Phillips said the concept fills a consumption gap for vodka.

“It’s really clear lots of people put their vodka in the freezer,” Phillips CEO Andy England told Just Drinks. “Nobody appears to have really focused on that.”

Phillips has also launched light-sensitive packaging for UV Vodka. When exposed to light, photochromic wave designs appear on the neck of the bottle and throughout the main label. When the bottle is removed from the light, a black UV logo remains while the colours disappear.

“The tagline for UV is ‘Bring the Light’ and it just felt very appropriate,” England said. “What we’re trying to do is craft a personality around the vodka.”

The innovations, which also include new brand activations for Prairie Organic spirits and Revel Stoke Canadian flavoured whisky, is part of a reshaping for Phillips in the wake of England’s appointment as CEO in August last year. England, a former CMO for MillerCoors, said he wants to focus more on the branded business at Phillips, which also operates as a contract and third-party distiller.

“My view is that the enduring value in the business is in the branded business, and we owe it to our brands to refresh them,” England added. “There’s no such thing as a tired brand, just a tired brand manager.”

To read Just Drinks’ full interview with Phillips Distilling Co’s CEO, Andy England, click here.

How company engagement in public debates is changing – sustainability spotlight

Related Companies

Free Report
img

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.

NEWSLETTER Sign up Tick the boxes of the newsletters you would like to receive. The top stories of the day delivered to you every weekday. A weekly roundup of the latest news and analysis, sent every Monday. The industry's most comprehensive news and information delivered every quarter
I consent to GlobalData UK Limited collecting my details provided via this form in accordance with the Privacy Policy
SUBSCRIBED

THANK YOU

Thank you for subscribing to Just Drinks