Page 22 - Chase Distillery Teaching Note Flip 2022

Identification – who is the customer (urban types, earning

£25K +, who enjoy the fruits of their labour).

For Chase these coalesced around the ‘why’ element of the

USPs of Chase Distillery e.g., 250 potatoes to make one

bottle of Chase Vodka. More expensive and labour-intensive

production methods used than in mass produced vodkas.

Everything is done on site at Chase’s farm and is the U.K.’s

only potato vodka.

Essentially, Chase designed a strategy which took

innovation, technology, and R&D and created a unique
quality product (with a story) which had effectively utilised a

‘push strategy’ (under exposed niche brands segment) to

drive sales and revenue.

The Results

• Winner of the World Spirits Awards, 2010

• Expanded product range – Gin, Whisky, wine

• Increased output from 5,000 to 25,00 by 2015
• Expanded into global market – U.S.A., UAE, Brazil and

China

Pricing

Chase Distillery pricing is premier pricing, within a market

segment that mass produced spirits cannot easily match or

even meet in terms of product features, benefits and
experience. Chase’s USPs are not easily replicated.