Page 15 - Chase Case Study
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supermarket shelves. Drinks companies pay thousands of
pounds to be included on nightclubs' drinks menus and
even more to be included in special promotions. About 250
vodka brands are launched each year and only about three
of them survive.
Chase had to educate the market and persuade consumers
to try an upmarket vodka like Chase Vodka.
“In bars people now tend to ask for their spirit by name.
Our target market is mid-20s to mid-50s, people who
want to buy something that’s high-quality, smart and
savvy.”
A number of ways were used to reach consumers, including
attending big sporting events like Wimbledon and
Cheltenham Races as well as exploring the potential of
social media.
“We want to grow on Facebook but we don’t want to be
cheap or tacky. But at the same time, we don’t want to
be pretentious either.”
Product Development
Chase recognised the potential for expanding his product
base allowed by the production base. To this end he started
by introducing Apple Vodka.
Apple Vodka: Oct 2009
The first vodka was made from organic cider apples with
nothing added to it and called Naked Chase.
