Page 28 - Chase Case Study

Five Year Growth Plan
1 Increase scale of distribution by growing on-trade (pubs,

bars and restaurants) from 7,000 outlets to 15,000.

grow presence in top-end retailers, such as Waitrose

and John Lewis
developed distribution with the likes of Tesco and

Amazon.

2 grow brand awareness and desire

appointed a creative agency for the first time, and
developed a campaign that brought to life every

aspect of the handcrafted spirit from the field-to-

bottle story
step up marketing investment to 30% of sales value

Launching the new advertising at the premiere of
Rocketman, at the Electric Cinema in Notting Hill

relaunch Rock the Farm, Chase’s festival for the drinks

industry
3 develop the distillery to ensure sustainably produced

field-to-bottle spirits

Increase the size of the team to expand sales coverage,

develop direct-to-consumer online business, and grow
the UK visitor experience, (over 10,000 consumers

visited the site in 2019)

Table 5

While most of Chase’s growth, some 80% was still

dependent upon the U.K., the brand was taken to over 48
countries internationally whilst its presence in international

airports provided the company with a growing shop window

for it.