Page 18 - Chase Case Study Final

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 expects "It'll be four or five years before we break even,"

There is small movement in premium gin and it's controlled by the big
players. But distributors are looking for niche brands with quirky appeal.

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).

The 20-hecatare site is planted with vines dating back to the 1960s.
The wine creation is subject to the same, closely-watched processes

as his vodka.

As with Chase vodka and gin his wine is grown and produced on a
single estate where Chase grows the vines biodynamically, and watches
over the process from seed to bottle. The grapes are a mix of Grenache

(60%), Syrah(30%) Rousanne and Mourvedre (10%). The wine is aged
in oak barrels and amphora - Roman style pottery barrels. It's then
bottled with special glass stoppers, and shipped to the UK. The first

batch arrived in 2013.

The growth of Provençal rosé in the UK has been phenomenal in
recent years and Chase have entered the market with a fine wine
presented in Chase’s signature bottle shape and closed with a glass
stopper providing a mark of distinction.