Page 18 - Chase Case Study

Chase liked the vodka he created to make his gin so much

that he bottled it and called it ‘Naked Chase’. 'Naked' because
there's nothing added, it's just made from apples,

organically grown by Chase and fermented into cider then

distilled into vodka.

His other developments included liqueurs using local

elderflower and raspberries and limited-edition vodkas such

as an oak smoked version and a marmalade vodka.

“Big companies can’t do things like this,” said Chase. “They
have to have 50 meetings first. We can have an idea and

get a new drink out in a few weeks.”

Chase ventured into gin for the first time with William's - a

super-premium gin with a patriotic proposition which uses
Chase Vodka as its base spirit.

The alcohol is then infused with botanicals using Chase’s

traditional still to create a range of products including

Williams Elegant Gin, Williams Sloe and Mulberry Gin, Chase

Eureka Citrus Gin and Williams Seville Orange Gin.

Labeled with the Union Jack and produced from organic
English potatoes meant that William's was perfectly

positioned to export to markets where gin sales were

booming, such as China, India and the US.

"I've always thought there was an export opportunity for a
gin brand that had strong provenance and played strongly

on its Britishness, and because William's contains potatoes

from our Herefordshire farm, we have a clear unique
selling point," said Chase. "The weak pound also makes

this a good time to export."