Absolut Case Study: Retaining Growth in the Competitive US Vodka Market
Datamonitor, October 2008, Pages: 12
This report on Absolut Vodka forms part of a series of case studies, which explores business practices across a variety of disciplines and business sectors. It looks at how the brand has retained its leading position despite an influx of new premium vodkas onto the market.
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CATALYST
SUMMARY
ANALYSIS
Vodka growth has been aided by an influx of premium and flavored variants 2
Absoluts memorable adverts have contributed to its position as a world-leading vodka 3
The brand was the first premium vodka to launch in the US, becoming a leading vodka brand 3
Absolut has recently been the target of a bidding war, and is now owned by Pernod Ricard 4
Absolut changed its advertising style in 2007 to much applause 4
The companys iconic Absolut series of adverts ran for over two decades 4
Absolut only began advertising on US television in 2004 6
A new themed campaign called In an Absolut World has prompted a sales surge 6
A Mexican advert caused controversy, showing the importance of ensuring that local marketing does not offend on a global level 7
Absoluts new products compete with niche brands by focusing on natural ingredients and sensory appeal 8
Absolut has introduced flavored vodkas that confirm to the natural trend to compete better against rivals 8
However, Pernod has decided to cut back on new Absolut flavored vodka launches, fearing they dilute the brand 9
Absolut frequently introduces limited editions that have appealing, stand-out bottles 9
Developing markets present a growing opportunity for the company 10
APPENDIX
Case study series 11
Methodology 11
Secondary sources 11
Further reading 11
Ask the analyst 11
Disclaimer 12
List of Tables
Table 1: Vodka had the second strongest growth in the US spirits category, 2002-2007
Table 2: Absolut flavors include the following: 9
List of Figures
Figure 1: The US witnessed a high number of innovative vodka launches in 2007-08 3
Figure 2: Absolut adverts centered on the bottle imagery for over two decades 5
Figure 3: Examples of Absoluts latest campaigns 7
Figure 4: A Mexican Absolut advert caused offence in the US 8
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