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May 5, 2021updated 10 May 2021 10:53am

Sazerac’s Southern Comfort Hard RTD range – Product Launch

Sazerac has launched a premix range in Australia for the Southern Comfort brand.

Sazerac’s Southern Comfort Hard RTD range

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Category – RTD, Bourbon-based, 4.6% abv

Available – From this month

Location – Australia

Price – SRP of AUD6.99 (US$5.40) per 33cl can on e-commerce platform BoozeBud.com

Sazerac has launched a premix range in Australia for the Southern Comfort brand.

Southern Comfort Hard is a 4.6%-abv blend of Bourbon and “Southern flavours”, Sazerac said. The range comprises Hard Peach and Hard Apple.

“Flavoured premix beverages have been the fastest growing category in Australia over the last year,” said Fraser Lockwood, the marketing director for Southern Comfort’s Australian distributor, Southtrade International. “This innovation came from a lot of consumer engagement and the desire to create something that is truly different to the rest of the category.”

Australia is a key international market for spirits RTDs. Brown-Forman, which sold Southern Comfort to Sazerac in 2016, said in November that Australia was one of the markets to have shown surprisingly strong growth for RTDs last year.

Why COVID has prompted an RTD tsunami from spirits brand owners – 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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