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May 4, 2022

Portobello Road Distillery’s Asparagus Vodka – Product Launch

The distiller's potato vodka has spent 24 hours in the company of asparagus officinalis

By Olly Wehring

  • Category – Spirits, vodka, 40% abv
  • Available – From this month
  • Location – Available in Global Travel Retail
  • Price – SRP of GBP24 (US$30) per 70cl bottle, limited to 600 units

London’s Portobello Road Distillery has released a vodka in its domestic market that has been steeped in asparagus for 24 hours.

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The limited-edition – 600 bottles have been produced – will be available this month to the UK on- and off-premise through distributor Mangrove. According to the craft distiller, this is “the world’s first asparagus vodka”.

“In 2015 we launched an Asparagus Gin as part of our limited-edition ‘Directors Cut’ series,” said Portobello Road co-founder Jake Burger. “While it … captured the public’s imagination, the fact it was a gin and therefore required to be juniper-led, the actual asparagus flavour was quite subtle. So when we stepped into vodka production, we wanted to revisit the ingredient, but this time in a product where the flavour could really stand out … in mixed drinks.

“We are seeing a real desire from customers for more savoury drinks … perhaps in response to the overly sweet, sugary spirits that have flooded the market in recent years.”

Just under a year ago, the company dropped the word ‘gin’ from its name as a result of a shortage of English wheat spirit at the time.

Why unaged spirits brand owners should – finally – consider China – 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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