Adelaide Hills Distillery

1.

Adelaide Hills
Distillery
David Kearns (a1682688)
Urpi Peralta (a1712937)
Yue Ren (a1661711)
Pavani Rajandra (a1690865)

2.

Background of the
company
● Located in Chambers road , Adelaide Hills SA.
● AHD is a spirit distillery founded by Sacha La Forgia in 2014
(Adelaide Hills Distillery, 2017).
● In 2015 Sacha launched his first product, 78˚ Gin, a London Dry
style gin that has been awarded the world’s best gin in 2017
(Knight, 2017).
● The average price of gin in Singapore is $51.73 AUD (Global
Alcohol Prices, 2017) and each bottle of 78˚ Gin costs $80 AUD
(premium price).
● Between their products they have; gin, virgin apple spirit, bitter
orange and white rum (Adelaide Hills Distillery, 2017).
● The prices of these products range between $60 - $97.50 AUD
(Adelaide Hills Distillery, 2017).

3.

International Qualification:
According to David & Guillaume, International
qualification for SME’s can be charted using six
dimensions:
Competencies
Heritage
Relationships
Offering
Means
Engagement

4.

International Qualification:
Adelaide Hills Distillery (AHD) scores, out of 5, the
following on a CHROME SME model.
The management of the firm scores highly in its
competencies and engagement. Sacha La Forgia’s
extensive experience working abroad creates value for
the firm by his first hand knowledge of the global spirit
and distilling trade.
However, the foreign relationships of AHD are still
lacking. The company has yet to start offering its
products first hand overseas. Nonetheless, the
company has started competing in tasting competitions
which are proving to be successful.

5.

Segments for Target Market
Segmentation: The process of dividing a customer base into homogeneous clusters so as to allow
management to develop unique marketing strategies for each cluster
Target market: Older crowd in Singapore
● Measurable: Growing foreign population as well as larger older crowd at bars
● Accessible: Physical distribution is easy with the number of bars aimed at older
crowds
● Profitable: Large population in that age range means easier to separate it as a
specific target market
● Actionable: Marketing programmes easily developed and implementable for the
target crowd

6.

1. Culture: 18% of Singapore is Islam which is not allowed to drink, but most of them don’t mind others to
drink.
2. Legal: There was a law passed in 2015 banning the consumption of liquor in public from 10pm-7am
(Wheeler, R. (2017))
3. Economic: Singapore is a high-income economy with a gross national income of $52090 per capital (atlas
method),as of 2015 (Worldbank.org. (2017))
4. Competitor: most popular gin in Singapore Bombay sapphire gin (Bombay Sapphire. (2017))

7.

-
To create a luxury brand in Singapore
-
Corporate with gin bar in Singapore
-
Focus on high-end customers
-
Sell gin alcohol in private or high-end club

8.

Reference list
Wheeler, R. (2017). New alcohol laws in Singapore: Ban on drinking in public places - your guide - Singapore. [online] Singapore. Available at:
http://thehoneycombers.com/singapore/new-alcohol-laws-in-singapore-ban-on-drinking-in-public-places-your-guide/ [Accessed 29 Aug. 2017].
Worldbank.org. (2017). Singapore Overview. [online] Available at: http://www.worldbank.org/en/country/singapore/overview [Accessed 29 Aug.
2017].
Bombay Sapphire. (2017). Bombay Sapphire | Gin Of Ten Journeys. [online] Available at: https://www.bombaysapphire.com/ginoftenjourneys/
[Accessed 29 Aug. 2017].
Staff, V., Staff, V. and Staff, V. (2017). Bombay Sapphire Gin Brand Profile. [online] VinePair. Available at: https://vinepair.com/brandprofile/bombay-sapphire-gin/ [Accessed 29 Aug. 2017].
Ajith, D. (2017). Best gin bars in Singapore: Where to drink craft gin, gin cocktails, gin tonics, and more. [online] Singapore. Available at:
http://thehoneycombers.com/singapore/best-gin-bars-in-singapore-where-to-drink-craft-gin-gin-cocktails-gin-tonics-and-more/ [Accessed 29
Aug. 2017].
Adelaide Hills Distillery (2017). OUR STORY | Adelaide Hills Distillery. [online] Adelaide Hills Distillery | Small Batch Spirits | Est. 2014. Available at:
https://www.adelaidehillsdistillery.com.au/our-story/ [Accessed 2 Sep. 2017].
Global alcohol prices. (2017). Alcohol prices around the world. [online] Available at: http://www.globalalcoholprices.com/alcohol_prices/
[Accessed 2 Sep. 2017].
Knight, G. (2017). Adelaide gin named the world’s best. [online] Adelaidenow.com.au. Available at:
http://www.adelaidenow.com.au/thesourcesa/official-the-best-gin-in-the-world-is-made-right-here-in-adelaide/newsstory/a399e93ba3bd1bb9e2831b08417d1fac [Accessed 2 Sep. 2017].
Richard, F & Crawford, H 2014, ‘International marketing: An Asia-Pacific perspective’, 6th Ed, Pearson, Australia.
David, J. and Guillaume, C. (2014). Evaluating the Firm’s Readiness for Internationalization: from the Design to the Application of an International
QualificationFramework. International Journal of Business and Management, [online] 9(7). Available at:
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.1022.3983&rep=rep1&type=pdf [Accessed 29 Aug. 2017].