New product and brand development
We help distributors and manufacturers realise their ambition of becoming brand owners. For many, vertically integrating into brand creation makes clear commercial sense: no risk of being replaced, stronger margins, long‑term stability, and the opportunity to build meaningful brand equity rather than simply pushing someone else’s.
Our approach goes far beyond “nice‑looking bottles”. Successful NPD starts with purpose, not packaging. Too many products fail because they’re created without strategic intent — aimless concepts with no commercial logic. We work from the very beginning: the why, the strategy, and the feasibility, before moving into the what — liquid concepts, product briefs, brand ideas and positioning.
From there, we collaborate with industry‑leading formulation, recipe and design specialists to bring distinctive, credible and commercially sustainable brands to market. The result is not just a product on a shelf, but a brand built on purpose, insight and long‑term value.
Our Stage‑Gate Development Services
Our proprietary stage‑gate development process prevents expensive mis‑steps by ensuring brands only commit investment once feasibility is validated and the concept is strategically aligned. Each step is designed to build confidence, reduce risk and create products with purpose.
Gate 1 — Commercial Feasibility
• Market reviews & category mapping
• Competitor analysis & whitespace identification
• Channel and segment strategy
• Product costing & value‑chain modelling
• Commercial strategy & business case development
Gate 2 — Brand Concept Development
• Niche identification & brand essence
• Consumer & trade insight development
• Motivations, need‑states & key consumer benefit
• Brand positioning & strategic narrative
• Naming, brand story & liquid brief creation
Gate 3 — Brand Identity & Liquid Creation
• Brand identity development (via agency partners):
– logos, typography, colour systems, packaging, guidelines
• Recipe development (via distillers/formulators)
• Pre‑launch evaluation & refinement
Gate 4 — Brand Assets & Launch‑Ready Execution
• Brand asset creation (via agency partners):
– photography, video, social media content, website
– collateral, point‑of‑sale, activation materials
• Activation planning & go‑to‑market execution support
Drinks Solutions developed East Indies Gin from inception. We began by assessing both the Indonesian and export opportunity, identifying a clear whitespace for Indonesia’s first authentic gin brand rooted in the country’s rich botanicals, heritage and sense of place — a proposition designed to resonate with both local and international consumers.
Working from first principles, we created a brand with a distinct purpose, sharp positioning, and a commercially intelligent pricing strategy. Rather than chasing trends or producing aimless NPD, the development was anchored in strategic intent: authentic ingredients, a compelling story, and a liquid and brand identity that genuinely reflected the archipelago.
Within just two years, East Indies became Indonesia’s largest premium gin brand by both volume and value, driven by clear purpose, strong trade adoption and consistent brand‑building execution. The brand also became the first Indonesian gin to be exported, securing customers in seven markets across Europe and APAC.
The Indonesian soju market had exploded in the years leading up to Happy Soju’s launch, fuelled by the rise of K‑pop and broader Korean cultural influence. Many believed the window for new entrants had already closed. But through detailed market analysis we identified a clear opportunity for a local brand positioned on superior quality and backed by real investment.
Most local players had cut corners on liquid, packaging and brand‐building. We took the opposite approach: a strategic, insight‑led development with a focus on quality, consumer engagement, and a commercial model capable of delivering rapid distribution gains.
Launched under challenging COVID market conditions, Happy Soju quickly gained traction. In its first year it became Indonesia’s fastest‑selling soju brand, driven by a smart commercial strategy, a deep understanding of local consumer motivations, and a commitment to quality that set it apart from low‑investment competitors.
