Page 8 - Chase Case Study

From the idea in 2004, it took until April fool's day 2008 to

produce the first potatoes and then make the first batch of
vodka in June 2008.

The artisan distilling process was carried out by ten

employees, including Chase’s two sons, and was and is

“expensive and laborious”.

Intensive also means expensive. A single bottle of Chase –

packed with up to 150 potatoes – sells for more than £30.

The very first bottle of Chase vodka was produced in April

2008 and took two years in the making, pitching it directly

against premium vodkas such as Grey Goose and Belvedere.

The company had its first ever break-even month in June

2010.

However, Chase had to educate the market and persuade
consumers to try an up-market 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.”

Chase used a number of ways to reach consumers,
including attending big sporting events like Wimbledon and

Cheltenham Races. He also exploited 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.”

Sales were initially split evenly between the on and off

trades, with the company’s produce stocked in Waitrose and

Harrods as well as numerous London bars, restaurants and
hotels, including The Ivy and The Ritz.