Vodka is a colorless, un-aged, distilled spirit.Russia is credited to being the first to create vodka. The word vodka is likely to be derived from the word “vodka”, which means “dear little water.” Vodka has been around since at least the 14th century. Vodka is extremely high in alcohol content so it never freezes, which is why many places such as Russia enjoyed this beverage. Today, vodka represents the second highest sales for spirits in the United States (as of 2011). Vodka makes up 23.6% of the U.S. market. Distilled Spirits Council of the United States. (2011). Economics. DISCUS, n.d.Web. 19Apr. 2011. <http://www.discus.org/economics/>.
Out of all spirits, vodka has the most diversity. One third of the vodka drinkers out there are young professionals from ages 21 to 34, most likely to be college graduates. Of all women who drink, 48% would choose vodka over any other spirit. All Business. (2011). The Proof is in the Numbers. D&B Company, n.d. Web. 20 Apr 2011.<http://www.allbusiness.com/retail-trade/eating-drinkingplaceseating/4126363-1.html>.
Vodka is not only consumed by Americans and Russians. Many other places in the world enjoy vodka as well. Vodka Regions:Russia, Ukraine and Belarus produce the full range of Vodka types, and are generally acknowledged to be the leaders in Vodka production. Only the better brands, all of which are distilled from rye and wheat, are exported to the West.Poland produces and exports both grain- and potato-based Vodkas. Most of the high- quality brands are produced in pot stills.Finland, along with the Baltic States of Estonia, Latvia, and Lithuania, produce primarily grain-based Vodkas, mostly from wheat.Sweden has, in recent decades, developed a substantial export market for its straight and flavored wheat-based Vodkas.Western Europe has local brands of Vodka wherever there are distilleries. The base for these Vodkas can vary from grains in northern countries such as the United Kingdom, Holland, and Germany, to grapes and other fruits in the winemaking regions of France and Italy.The United States and Canada produce non-flavored Vodkas, both from various grains (including corn) and from molasses. American Vodkas are, by law, neutral spirits, so the distinction between brands is more a matter of price and perception than taste.The Caribbean produces a surprising amount of Vodka, all of it from molasses. Most of it is exported for blending and bottling in other countries.Australia produces molasses-based Vodkas, but few are exported.Asia has a smattering of local Vodkas, with the best coming from Japan.Tasting.com. (2011). All About Vodka. eTastings, n.d. Web. 19 Apr 2011. <http://www.tastings.com/spirits/vodka.html>.
When purchasing vodka, many factors come into play for consumers.Taste is important. Less expensive brands are often thought of as having aharsher taste, whereas higher end vodkas tend to be smoother.Purchasing alcohol isa minor purchase for consumers but they have a wide variety of selections tochoose from. When consumers go into liquor store they affiliate brandsconstantly advertised as being well known, well liked, well priced, anda decent taste.-Some companies such as McCormick Distilling have taken another approach to receive recognition from consumers. 360 Vodkaʼs packaging is 85% recycled glass and has the logo blown into the class so that paper is not necessary. -Other companies such as Veev Vodka donate to non profits and makes labels out of recycled paper.Purus distills their vodka so that it is 100% organic. (Martini Muse, 2011)
In the overall vodka market, price can vary dramatically. -Value Brands are those thattypically retail for around $10 per 750 ml bottle. Many value brands are producedat large distilling facilities which produce for multiple labels. Many of these labelstend to be small, and specific to local markets. These are often used as the“house” vodkas in bars and restaurants. Svedka vodka is one example of anationally distributed value brand. -Premium Brands are those with a price pointset at around $20 per 750 ml bottle. With premium brands, the marketingstrategies begin to focus on the quality of the product, while still keeping value inmind. Many premium vodka brands offer flavored vodkas as part of theirpositioning strategies. Popular examples of premium brands include Absolut andThree Olives, which will later be discussed at length. -Super-Premium Brandsinclude labels such as Grey Goose and Chopin. These bottles retail in the $30and up range, and usually are supported by campaigns touting them as luxurygoods.
The two brands of vodka Group 9 decided to choose were Absolut Vodka and Three Olives Vodka.
Please Click on History of Absolut to view website’s video!
Absolut has been very successfully as becoming an easily recognizablebrand employing a unique marketing and branding strategy. Their offering arealso diversified into a large number of many target satisfy as large and varied a group as possible. Thecomprehensive strategy, along with brand recognition and an innovative advertising team, have allowed Absolut to become one of the top players in the premium vodka market.-The strategy of the brand was to avoid affiliating the product with one particular lifestyle and the ads were to have a timeless yet contemporary theme to them. -Absolut Vodka prides its ads in crossing the line between advertising and art using different medians such as paintings, limited edition bottles, shirts, and sculpture. Many famous artists have done work for the company, including Andy Warhol and Keith Harris.-Advertising Age listed Absolut Vodka as one of the top ten campaigns of the twentieth century.-TBWA has created over 1500 ads for Absolut Vodka, mostly using the slogan “Absolut Perfection.”"Brand Spotlight: Absolut Vodka." Rocket Pop Media. Rocket Pop Media, 05 05 2010. Web. 25 Apr 2011. <http://www.rocketpopmedia.com/blog/brand-spotlight-absolut-vodka/>.
Fun Facts about Absolut Vodka:-Beginning in 1981,Absolut was one of the first consumer brands to openly embrace the gay community. -Absolut adjusts their advertisements to better suit very particular audiences.
-Three Olives brand is positioning itself as a pure and smooth vodka, madefrom the finest English wheat. Like many premium labels, it isreasonably priced but is also marketing itself as being upscale.-Three Olives prides itself on the amount of flavors they have to offer. They include: * Berry * Cherry * Chocolate * Citrus * Grape * Green Apple * Mango * Orange * Passion Fruit * Pomegranate * Raspberry * Root Beer * Tomato * Triple Shot Espresso * Vanilla * Watermelon *Purple *Dude (Lemon Lime)
In 2009, the company launched acampaign encouraging customers to showtheir “O-faces”, an idea inspired by drinkerswho refer to Three Olives Vodka as “Three-O”.
Since Three Olives is a fairly new company they have taken many different approaches to get their name out.-As a promotional tool, an iPhone application has been created, allowing customer to find out where Three Olives is being sold, whether it is a nightclub or liquor store.(Dilworth, 2009)- Along with this campaign, word of mouth and social networking through Facebookare being employed to round out the promotional mix.-They also have gotten many celebrity endorsements such as Lil Kim and VinnyGuadagnino (Jersey Shore, shown above).
The Vodka that<br />Absolutly<br />Took over<br />
In an Absolut World….<br />.<br />*This ad appeared in a Mexican Magazine called “Quien”. <br />*It was probably assumed that Americans would not see this ad!<br />*Absolut is well known for their “highly targeted niche advertising.” <br />