... to become
Consumer understanding of ‘premium’ is based on
more than taste and colour, according to Pernod Ricard. Provenance, heritage and stylish presentation are also considered indicators of whether a brand is premium or not.
d to harness otential
to boosting vodka sales, suppliers say
premium alternatives next to house brands,” he said.
“As many consumers don’t know what they are going to order until they reach the bar, one of the simplest things licensees can do to boost sales of vodka all year round is maximise their spirits display. Highlight categories and showcase leading brands to increase sales and impact. “More often than not, consumers want a brand they know and trust, and stocking quality premium alternatives will widen your appeal.” Neil Skinner, marketing manager for Smirnoff at Diageo GB, said as consumers have become “more selective” in their spending, they are seeking a “quality experience” in the on-trade when they do go out. “We believe the quality of Smirnoff compares with any ultra-premium vodka and, therefore, it will remain the most popular consumer choice as it offers extraordinary quality at a fair price,” he said. “We recognise that there will always be some individuals who want to make a differentiated choice but as vodka is defined by its clean taste profile, it will be brands that have an interesting or differentiated product story, such as Smirnoff Black or Ketel One, that will be a more compelling up-sell offer rather than ‘just another vodka’ that’s
only differentiated by its bottle or packaging.” Fraser McGuire, on-trade director at Whyte & Mackay, said offering quality and value for money has helped drive sales of Vladivar, which is said to have increased its market share by 3%. Warning that the recent duty and
VAT rises could have a “real negative impact” on pubs, he said operators and consumers will seek quality brands that offer value.
“That is particularly true of a versatile spirit like vodka, which has little brand loyalty and is primarily used as a base spirit flavoured with other drinks,” said Fraser.
“In high-end outlets where people pay
a premium, having a range of vodkas can work. But in mainstream pubs and feeder bars we would advise sticking to one quality but good value vodka, which will keep drinkers happy. “But providing quality and value are not the only reason for our success at the moment. “We have made the conscious decision to focus our brand investment on our customers and not consumers. The trade is suffering and it needs all the help it can get so we are doing all we can with outlets to drive rate of sale in a number of different ways, including offering preferred commercial terms and staff incentives. And it’s working.”
Russian Standard embarked on a mission to create Russia’s fi rst completely authentic premium vodka – a spirit made from 100% pure Russian ingredients and expertly distilled in St Petersburg. Recognised in its homeland as the benchmark for excellence, today Russian Standard Vodka is one of the fastest growing spirit brands in the world.
The fi nest wheat grains and the purest glacial waters create Russia’s smoothest and tastiest vodka
All bottles carry the offi cial ‘Certifi cate of Origin’ stamp – signifying strict adherence to traditional Russian vodka production methods. Awarded to few, this distinguished honour marks the brand’s status as a truly authentic Russian vodka – a guarantee of superior quality
In Scotland Russian Standard Vodka is worth over £7.5m in the on-trade* and £3.1m across Grocery Multiples**
Russian Standard Vodka is the ideal vodka for mixing and pouring, and why not stock Russian Standard Platinum as a premium off er on your back bar?
The global leader in authentic Russian premium vodka is available from your wholesaler or local representative. Be sure to include Russian Standard Vodka in your next order.
russianstandardvodka.com * CGA January 2011. **AC Nielsen March 2011. April 28, 2011 - SLTN - 21 RSV -Trade Ad SLTN bookends
04.11.indd 3 19/04/2011 13:11
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58