Page 17 - Chase Case Study Final

As seen earlier 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 along these lines 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 11 botanicals, including juniper,
angelica, orange and lemon peel, hops and elderflowers 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."

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”