Hi all, today I’m going to talk about my case study. My case study is about the rebranding of ‘Chase Vodka’ and what it did for the product and the business
A bit about the business. It’s owned by William Chase, based on his potato farm in Herefordshire. This is the process involved with making the vodka. It’s all done on the farm. There’s no outsourcing. A majority of things are done by hand
The spirit & liquers market is worth £8.2mil and vodka accounts for 34.2% of entire market. It’s the best selling spirit and is highly popular agmonst us Brits.. Here’s our beloved Prince Harry showing us how much he likes vodka.
Chase sold his Crisps brand to a private equity firm for £40mil. One of the conditions of the deal was to rename the vodka he had been producing. As they didn’t want “posh” crisps to be associated with vodka. READ THE QUOTE OUT…
So it was a great time to think of repositioning the brand.Do they go premium? Or value vodka? Which one is going to be the most lucrative considering all the production costs involved
How were they going to sell their premium vodka?Selling: features, benefits, experience and identification… i.e you are premium, and you can drink premium vodka etcetcI.e you’re special too!
Who? The urban types, mature crowd, Living near the cities working in highly paid jobs with established careers.
Urban types make at least £25k (one member of family). High disposable incomes
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William Chase, Entrepreneur
Fermentation Finishing & Stripping
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SPIRIT & LIQUEURS MARKET IS WORTH £8.2mil.
VODKA ACCOUNTS FOR 32.4% OF THE ENTIRE MARKET.
Vodka getting the Royal Approval from Prince Harry
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SOLD FOR £40mil!
OR NO DEAL!
“You don’t want a premium drink associated with snacks.
You wouldn’t get a Dom Pérignon
coming out of a Hula Hoops factory.”
(The Telegraph 2010)
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250 POTATOES TO MAKE 1 BOTTLE OF CHASE
‘EXPENSIVE & LABOURIOUS’ PRODUCTION METHODS USED THAN MASS
EVERYTHING IS DONE ON SITE AT THE FARM IN HEREFORDSHIRE
AND, OF COURSE, IT’S THE UK’S ONLY POTATO VODKA!
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WHY THE URBAN TYPES?
£££££’S! £25K A YEAR
UNDER EXPOSED NICHE BRANDS
PRODUCTS WITH STORIES
ENJOY THE FRUITS OF THEIR LABOUR
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Innovation + Technology + R & D = Product (sorted!)
Yes, but also need a good Brand Strategy to PUSH SALES!
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‘Quality Produce’ (Chase Distillery 2010)
The company is proud to emphasize the raw
materials used to create their vodka is grown and
controlled on their own farm.
‘Provenance and pedigree’ (Chase Distillery 2010)
It gives the brand an authenticity that conscious,
niche product craving consumers will buy into.
‘Super Premium’ (BBC 2010)
The distillery is placing itself with well-
established competitors such as Belvedere and
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Deconstruct the product & see if brand values have been achieved
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Chase Vodka Gift Pack
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DESIGN LAYERS CONCLUSION
HAVE THEY BEEN ACHIEVED?
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WINNER OF WORLD SPIRIT AWARDS 2010
EXPANDED PRODUCT RANGE
INCREASED OUTPUT FROM 5,000 TO 25,000 BOTTLES
EXPANDED INTO GLOBAL MARKET (USA, UAE, BRAZIL & CHINA)
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Capstick L 2010, Spirits & Liqueurs Market Report. Keynote [online] Available at: www.keynote.co.uk
[Accessed 30th October 2011]
Hurley, J., 2010, Tyrrells entrepreneur targets US with artisan vodka – made from spuds. The
Telegraph, [online] 13 July 2010. http://www.telegraph.co.uk/finance/businessclub/7888597/Tyrrells-
Mosaic. Available at www.experian.com
Neumeier M, 2007, The Brand Gap, How To Bridge the Distance Between Business Strategy and
Design, A Visual Presentation [online] Available at: http://www.slideshare.net/coolstuff/the-brand-gap