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March 30, 2022

The Wine Group’s Lemonade Stand at Main & Vine 6.5% wine – Product Launch

Wine + lemonade = New consumers?

By Conor Reynolds

  • Category – Wine & lemonade, 6.5% abv
  • Available – From this week
  • Location – The US, available nationwide in the off-premise channel
  • Price – SRP of US$6.99 per 75cl bottle, $11.99 per 1.5-litre bottle

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

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California-based The Wine Group has debuted the two-strong Lemonade Stand at Main & Vine wine & lemonade hybrid in its home market.

The range, which goes on sale in 75cl bottles and has an abv of 6.5%, comprises Strawberry Lemonade Rosé and Lemonade Moscato. The Wine Group hopes the concept will broaden the wine market and bring in new consumers.

“We are strategically focused on building new brands and launching innovative products that connect with all types of alcohol beverage consumers,” said CMO Jeff Dubiel. “Sweet and flavoured wines have been effective at bringing new consumers into the wine category, and we’re particularly excited about our potential as a first-mover in the lemonade space in wine.”

Last year, the privately-owned company acquired a holding in the owner of the Rancho La Gloria premix wine cocktail brand, MPL Brands. The minority stake also came with sales and production responsibilities for The Wine Group.

Minimum Unit Pricing and its effect on wine – An Irish case study – 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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