Good morning everyone! We’re Msc International Marketing and
Business Development students from Skema Business School in Sophia Antipolis France)
and we want to welcome to our blog. In this space we will be discussing things
related to the vodka market such as: marketing trends, advertising campaigns
and product innovation. We will be focusing mainly in three brands: Absolut,
Belvedere and Greygoose.
We will begin by explaining a little bit of the history of each
Brand.
In the 19th century drinks similar to vodka were popular in Northern
Europe and vodka was arelady consdered to be the national drink in Sweeden. Lars
OlsonSmith introduced the original Absolut Vodka, by showing his first product
in 1877 into the market, this was called “Tiodubbelt Renadt Brännvin”, which
means Tenfold Purified Vodka. Back in
that time time they didn’t use the Word vodka in Scandinavia but they called it
brännvin, this ter mis translated as burn-wine. After two years, Smith created
innovative distilation technology, this is still used today. The need of a new
name raised up to show the advanced technology and product he had. Until 1950’s
the Word vodka was introduced into the scandinavian dictionary.
Sources:
http://highnames.com/absolut-vodka-name-origin/
Belvedere hails from the small
polish town of Zyrardów in the Mazovian plains. Polmos Zyrardów destilery has
been producing exceptional vodka since 1910.
In 1993 the first bottles of Belvedere Vodka were produced in
accordance with over 600 years of vodka making, tradition and heritage.
Belvedere Vodka is named after The Royal Belvedere Palace in
Warsaw and it means beautiful to see. Belvedere goes through 4 destilation
processes that gives the product a perfect balance of elegance and character.
It’s filtered twice: once through Premium cellulose and once more through
activated charcoal.
Sources:
http://www.youtube.com/watch?v=X1FEjSEnTic
http://edwarddillon.com/our-brands/belvedere/history?verified=1
Greygoose it is not a Brand with very large history, Grey Goose
was made for the US market in 1997 by Sidney Frank. He wanted to créate a
Premium vodka for americans. He took
advantage of the french high quality technique in manufacturing and developing
the recipe, by giving attention toevery detail of the process. Grey Goose uses
French Winter wheat from the South of Paris. Is supplied
by three forming cooperatives chosen for their
high
standards and seat selection sustainable farming methods. It goes through 5
distilation steps
Sources:
http://www.squidoo.com/greygoose
http://www.youtube.com/watch?v=3aenU2Ry1ss
Mónica
