Czysta de Luxe was launched in 2007 as an extension to Żołądkowa Gorzka vodka. It was the fastest growing brand in the world and one of the most successful spirits launches ever in 2009. The brand achieved high awareness over 50% and purchase rates over 30% through extensive taste research, communicating its values as a premium Polish vodka produced using advanced technology, and building equity through international awards and quality certifications between 2007-2011. Its execution strategy prioritized traditional trade, modern trade, discounters, and other channels with tailored promotional activities.

1. Czysta de Luxe
strategy execution example (2007-2010)
2009
Fastest growing brand in the world in 2009
and one of the most successful new product
launches ever in the spirits industry.

2. Brand performanceWinning NPD strategy NPD
● Czysta de Luxe was launched in 2007 as an
extension to Żołądkowa Gorzka (best selling
flavoured vodka)
− Instant customer awareness
− Very good brand perception
Background
Execution ● Penetration of traditional and modern
trade channel
● Consequent brand values communication
● Mainstream price positionning (index = 100)
Development
● Extensive taste research before launch
● Market introduction after identifying preferred
taste
● Product concept underlining advanced and
innovative technology used in production
● Product concept and packaging development
Strategy execution example : Czysta de Luxe
„Poland’s best clear vodka”
Awareness/purchase:
● Awareness: over 50%
● Ever bought: over 30%
Evolution of market share
Brand architecture
Consumer Target 30+ men and women, lower and middle class,
drinking regularly small quantities
Personality and Values
P: positive/optimistic sincere ; Polish original/authentic
V: close, accessible, trustworthy
Product Attributes
The highest quality vodka with, clear, perfect taste and neutral aroma,
crafted from selected ingredients.
Consumer Benefit
I know what is good and that is why I value Zoładkowa Gorzka. it’s a
continuation of the best Polish traditions that we can be proud of.
Reason to Believe
Formulas / methods (maturing/recipe, six steps distillation & carbon
filters), present and valued in Poland for years
5%
16%
20%
16%
0%
5%
10%
15%
20%
25%
2008 2009 2010 2011
2

3. Consumer campaings – building equity
2007 2008 2009 2010 2010/11 2011
Market introduction:
Czysta de Luxe
chosen as Poland’s
best tasting vodka
Czysta de Luxe
wins 5
international
vodka awards
Quality
guaranteed by
Żołądkowa
mother brand
Czysta de Luxe
chosen as world’s
best vodka at
Vodka Masters in
London
First vodka granted
certificate
„European
Guarantee of Top
Quality”.
Distilled in 6
steps. Now in
new bottle
Strategy execution example : Czysta de Luxe
„Poland’s best vodka”
Execution plan based on channel segmentation and prioritization
Best selling vodka in Poland 3

4. Traditional Trade channel approach
Strategy execution example: Czysta de Luxe
„Poland’s best vodka”
Dedicated POS material to
increase visibility and
communicate brand values
Modern Trade channel approach
High quality primary
and secondary
expositions
dedicated to large
scale outlets
Discounters tactical approach
Dedicated SKU for Discounters –
different package
Tailor made
promotional
activity(eg. wedding
promotion in C&C)
Biedronka
(old pack)
Other Channel
(new pack)
4
Horeca
Not priority channel for Czysta de Luxe.
Focus on other brands in Horeca:
- Zoladkowa Gorzka
- Stock Prestige