Strategy Myth 2Launching one brand is hard enough. Never try three at once
Wm Grants, a global luxury spirits company, wanted to place new drinks brands and packs in front of the Australian consumer, but their third party distributor believed in myths and wasn’t enthusiastic.
Brian Sharp – managing the Oceana business for Grants – decided that the answer was to set up a new, wholly owned distribution business. Expensive – and only justifiable if three new products could be successfully launched simultaneously.
Now, launching one brand into an established network is hard enough, but three? Through an untested new route to market? As Brian’s team said to each other – it was like expecting to throw three double sixes in a row.
Throw 1: Sailor Jerry Spiced Rum. Seeded into Sydney’s opinion-forming bars, the brand went on to rejuvenate the entire rum market, taking huge share from the brand leader and paving the way for a successful introduction to New Zealand.
Throw 2: Hendricks Gin. Via curious and unusual events across five key cities, Hendricks soon achieved brand leadership in the super-premium gin category, with a very healthy price premium over competing brands.
Throw 3: Monkey Shoulder. ‘Doing it Different’ is the mantra of this 3-malt blended whisky and its unique packaging, targeted consumer events and coveted merchandise helped to take volume and value share from the premium blends who, suddenly, didn’t seem so cool…
Dice rolled. Brands launched. Myth liquidated.