vodka


It takes something special ...


Trade urged premium po


NCREASES in VAT, duty, raw materials and distribution costs – vodka, like most other drinks categories, has not had its troubles to seek in recent months. But it seems it will take more than a few price rises to dent vodka’s popularity north of the border. In fact, suppliers contacted by


SLTN last week said that despite the continuing economic gloom the category is in rude health – and the potential to encourage consumers to trade up to premium brands remains strong.


Enjoy Russian Standard Vodka responsibly.


For bars to realise this potential it takes more than just stocking a couple of pricier alternatives, however. In what is considered a mature market, with no shortage of brands, choosing vodkas that offer genuine quality and a point of difference is key, according to Simon van Moppes, commercial director for spirits at Pernod Ricard UK, whose recently- launched Premium Edge initiative aims to help operators drive sales of premium spirits. “Aside from being popular, premium spirits also create choice, add value to the overall on-trade experience and enhance the image of an outlet,” he said. “When deciding what to stock licensees should, therefore, be aware that premium spirits are growing faster


20 - SLTN - April 28, 2011 RSV -Trade Ad SLTN bookends 04.11.indd 2 19/04/2011 13:11


Offering quality and value for money key I


than standard spirits in both value and volume across the total trade – this is a robust category.


“Consumer understanding of


premium is based on more than taste and colour.


“Our survey of more than 2500


premium spirits consumers identified that provenance and heritage, stylish presentation and communication


The trade is suffering so we are doing what we can to drive rate of sale in a number of different ways.


of exclusivity are also key drivers of consumer perception of a spirit as being premium; by targeting these levers, we can create a convincing trade-up in any category.” Agreeing that consumers are “just as likely to trade up” to a premium vodka as any other spirit, Finlandia brand manager Chris White advised operators to consider how they display bottles on the gantry. “Consumers are much more likely to trade up to more profitable products they can see rather than default to a less profitable alternative, so position


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