Page 19 - Chase Case Study

Moreover, unlike other gins, Chase gin is truly single estate

from field to bottle and as Chase states “GB Gin is the first
single estate English gin to be created in over 200 years”

In January 2013 Williams Great British Gin went global when

it was launched in the World Duty Free at Gatwick airport.

This was to be followed in standard and organic versions
when it rolled out to independent drinks retailers in June

where it would compete in a congested category, against

Bombay Sapphire, Hendricks and Beefeater 24.

Chase expected "It'll be four or five years before we break

even,"

There was small movement in premium gin and it was
controlled by the big players. But distributors were looking

for niche brands with quirky appeal.

Chase then produced ‘Elegant Gin’ which is the only gin to be

distilled from apples. The apple spirit is then distilled with 11
botanicals, including juniper, angelica, orange and lemon

peel, hops and elderflowers.

Wine

Chase Provençal Rosé Wine.

In 2012, Chase acquired Château Constantin, close to the

village of Lourmarin in the Provence-Alpes-Côte d’Azur
region. Maison Williams Chase wines are cultivated at the

Château Constantin (previously called Château Constantin-

Chevalier).