Flavour forward: Stateless Whiskey expands range
Milestone Beverages is expanding the range of its Stateless Whiskey brand, premiering the new liquids at this year’s ProWein trade fair. The post Flavour forward: Stateless Whiskey expands range appeared first on The Drinks Business.
Milestone Beverages is expanding the range of its Stateless Whiskey brand, premiering the new liquids at this year’s ProWein trade fair.
the flavoured spirits category is “a blank canvas for innovation”, according to Joe Milner, founder and managing director of Milestone Beverages, who believes that the category is “underrepresented by the multinationals”.
Milestone Beverages, an independent brand builder based in Hong Kong, is here to plug that gap. The company launched its Stateless Bourbon brand just 14 months ago, and has since expanded into 15 markets.
Its latest step has been a brand extension. Milestone has added a Stateless Peach Flavoured Whiskey to its core range.
Stateless Peach Flavoured Whiskey offers an alternative to the typical whiskey flavours such as apple or caramel. “We believe flavours like peach have been trending. With some intense innovation we have managed to create a beautiful well-crafted peach-flavoured whiskey,” Milner says.
The company has also chosen to plug another gap for its customers, this time relating to scale. Its range extension also taps into larger formats in the form of one-litre bottles of its Stateless US Whiskey.
“We are all aware that we are in a challenging spirits environment, and consumers are trending down in price, so we believe it was a great opportunity to launch this SKU,” says Milner. “Not only have we priced it aggressively, but we also made sure that we did not compromise on the quality of packaging.”
Milestone Beverages is exhibiting its range of whiskeys at this year’s ProWein trade fair in Düsseldorf, Germany, which takes place between 16 and 18 March.
Milner says the brand’s unique selling point comes down to three elements: “great quality, great branding, and affordable price point”.
He adds: “We wanted to offer an alternative to big brands like Jim Beam and Jack Daniels, which consumers can be proud of.”
With Scotch whisky becoming more saturated globally, Bourbon also offers a “huge opportunity”.
Milestone Beverages is returning to ProWein at the same booth it took last year: H5 F10.
the flavoured spirits category is “a blank canvas for innovation”, according to Joe Milner, founder and managing director of Milestone Beverages, who believes that the category is “underrepresented by the multinationals”.
Milestone Beverages, an independent brand builder based in Hong Kong, is here to plug that gap. The company launched its Stateless Bourbon brand just 14 months ago, and has since expanded into 15 markets.
Its latest step has been a brand extension. Milestone has added a Stateless Peach Flavoured Whiskey to its core range.
Stateless Peach Flavoured Whiskey offers an alternative to the typical whiskey flavours such as apple or caramel. “We believe flavours like peach have been trending. With some intense innovation we have managed to create a beautiful well-crafted peach-flavoured whiskey,” Milner says.
The company has also chosen to plug another gap for its customers, this time relating to scale. Its range extension also taps into larger formats in the form of one-litre bottles of its Stateless US Whiskey.
“We are all aware that we are in a challenging spirits environment, and consumers are trending down in price, so we believe it was a great opportunity to launch this SKU,” says Milner. “Not only have we priced it aggressively, but we also made sure that we did not compromise on the quality of packaging.”
Milestone Beverages is exhibiting its range of whiskeys at this year’s ProWein trade fair in Düsseldorf, Germany, which takes place between 16 and 18 March.
Milner says the brand’s unique selling point comes down to three elements: “great quality, great branding, and affordable price point”.
He adds: “We wanted to offer an alternative to big brands like Jim Beam and Jack Daniels, which consumers can be proud of.”
With Scotch whisky becoming more saturated globally, Bourbon also offers a “huge opportunity”.
Milestone Beverages is returning to ProWein at the same booth it took last year: H5 F10.
