Y Katie Beyer
28 February 2012
Living the SKYY Life
SKYY Vodka was founded in 1992; it began as a small “startup” business but overnight grew like a wild fire into one of the most innovated beverage company in the country. Maurice Kanbar, the inventor, envisioned his product to be a “game changer” in the beverage industry. He did this by creating a drink that not only had a futuristic look but also a crisp, yet smooth, taste. SKYY has been mentioned by The San Francisco Examiner, USA Today, and The Wall Street Journal, ultimately resulting in the nationwide spread of the company’s product. The news articles describe SKYY as being a brand of style, quality, and innovation. SKYY sets itself apart, from other brands, by developing prestigious products with passion and compassion. SKYY revolutionized the vodka industry by creating a cutting edge product combined with intoxicating ads.
Imagine you are a bachelor taking a casual flight in your personal private jet. Flying alone is out of the question, so you bring two very attractive women with you. The scene screams money and sex! The women are draped with diamonds; everything that could sparkle is sparkling. You and the women are dressed loosely, your chest is exposed and their long luscious legs seem to never end. You can tell that they are fighting every urge to keep their hands off you. The drinks are elegant, crisp, and well-refined. This is living the SKYY life.
Most SKYY ads are extremely seductive and this one is no exception. This ad is the definition of seductive. The reason the advertisement is so successful is because it relates to both genders as well as different races. For women, they love to see a man with money, as well as the subtle unbuttoned shirt. For men, nothing is more seductive then skin and there is a whole lot of skin shown between the two women. The imagery displayed by the women’s legs being intertwined in each other will set men off. This kind of...
...Distillation of vodka
Athena Bianca Mattus*, Rency Mae Silvestre,
Maria Robelaine Tenefrancia, Shaira Mae Yu
Department of Chemistry, College of Science
*Corresponding author; e-mail: [email protected]
Through simple distillation, the percent ethanol and percent loss of 15 mL of vodka was computed. The calculations were supported by a flammability test. With the distillation process reaching 100oC, 6.0 mL of distillate was collected. The determination of ethanol from the distillate was conducted through the flammability test, which resulted to 4.5 mL. After the needed computations, it was measured that the percent ethanol was 30% and the percent loss was 26%.
Keywords: simple distillation, percent ethanol, percent loss, flammability test, alcoholic beverages
People are familiar with alcohols. It’s been a part of people’s lives regardless of their culture and lifestyle. Almost everyone use alcohol for different purposes. Many people, especially in the field of medicine, use alcohol for sanitation and even common individuals use it for hygiene. For some occasions, alcohol is inevitable. But too much consumption of alcohol may lead to intoxication. As a consequence, the use of alcohol is being regulated in some countries and sometimes, even banned or prohibited. Furthermore, laws are implemented against drunk-driving and alcoholic beverages can only be sold to minors.
Alcohol in these beverages is produced...
Absolut Vodka Case Study
2. Which alternative marketing strategies does V&S Absolut Spirits have to increase its market share for:
A) Aboslut Vodka in the USA?
In the last 20 years American citizens have developed a tendency for drinking ‘less but better’ alcohols; thus many people now drink cleaner and more pure alcohol. V&S Absolut Spirits must take advantage of this trend as this fits perfectly into their message. Absolut falls into the premium segment therefore they need to key on this with their advertising.
Social media has become an extremely effective tool in regards to advertising; Facebook alone has over 1 billion users. In the United States social media advertising has become the norm, we see it everywhere, Facebook, Twitter, Youtube, and Pinterest. Social media has become one of the most successful ways to advertise a product. In facts 80 percent of social media users prefer to connect with brands through Facebook. V&S Absolut Spirits must exploit the benefits of social media and increase their promotion on Facebook in order to increase their market share in the United Sates. Currently Absolut only has 4 million likes on their official Facebook page compared to Smirnoff who has 10 million!
B) Absolut Vodka in Europe?
In Europe there are very few established brands, most prefer locally produced vodka’s especially in Eastern Europe. The brand leader in Western Europe is Smirnoff which controls 16 percent of...
Sept. 2, 2011
SVEDKA VODKA (C): MARKETING MIX IN THE VODKA INDUSTRY
Associated with sophistication ever since James Bond first ordered a vodka martini “shaken, not stirred,” vodka has enjoyed tremendous success over the decades leading up to SVEDKA’s debut. The vodka-enthusiast women of the hit HBO series Sex and the City provided renewed energy for vodka in early 2000, just as the more-than-40-year bump Mr. Bond had provided was losing luster. In 2007, Smirnoff was the highest-selling spirit brand worldwide (25.7 million cases) and in the United States (9 million cases). U.S. vodka sales topped $7 billion in 2007, and two spots in the top five spirit brands worldwide belonged to vodka brands Smirnoff and Absolut.1
Product Between 2000 and 2007, the number of vodka brands increased from 14 to 26. Flavors and packaging were the more popular product variations introduced. Absolut was the first to introduce flavored vodka in 1986, using three types of peppers. The company called it Absolut Peppar (peh-PAR) and proclaimed it to be perfect for a Bloody Mary. Smirnoff and Absolut introduced the most flavors, and by 2007, Smirnoff’s product line included 20 different flavors while Absolut had more than 10. Innovative packaging evolved, starting with Absolut’s recognizable shape, inspired by a vintage Swedish apothecary...
42 Below Vodka
In 1999, 42 Below vodka was founded by Geoff Ross, A drinks manufacturing company based in Downtown Auckland, New Zealand. Their flagship vodka is the Vodka 42 Below and Gin South gin as well 420 spring water (still and sparkling mineral water) and the House Quality Vodka brand Still Vodka. It was a family owned business, financed by personal sources. 42 Below vodka is New Zealand’s first premium vodka. The main ingredients of 42 Below vodka are GE-free wheat, water sourced from crystal-clear spring flowing through a position just north of Wellington beneath an extinct volcanic area at 42degree of latitude. The name 42 Below vodka tells a story in itself relates to the 42 degree latitude below the equator and product contains 42% of alcohol. The company has "typical New Zealand" flavors, such as passion Fruit, Feijoa, Manuka honey, and of course, kiwifruit, to its original product line, as well as its 42 South gin.The success of product was its unique flavours and distinctive bottling. Though the company was too small and young, in next couple of years company grew rapidly and started selling the product to 25 countries. In very small tenure company received numerous awards.
Macro-Environment Analysis of the world wide spirits industry:
...VODKA MAKING PROCESS AND DISTILLING PROCESS
Vodka is defined in the United States Standards of Identity as “neutral spirits so distilled, or so treated after distillation with charcoal or other materials, as to be without distinctive character, aroma, taste, or color.” As Vodka is a neutral spirit, it means that it can be obtained by the distillation of any product with fermentable carbohydrates on it, like grains (rye, corn or wheat) or products like potatoes, beets or sugar beets; even grapes. Nowadays, most Vodka is obtained from grain. To get Vodka, a neutral spirit, (without the character of other spirits), the liquor is filtered using charcoal as a filter material.
Some experts believe that the water used in the making process is the main reason of the differences between vodkas, Russians attribute the quality of their Vodka to the water from their rivers and lakes, and there are other producers that have been improving their water softeners or filtration systems.
The grains are feed into a mash tub; this tub breaks them down, while it is rotating. So as the grains need to convert their starches into sugar; malt is added to the mash (the malt contains diastase, that facilitates the conversion from starch to sugar). And then, the mash is boiled, so we sterilized.
A Lactic-acid bacterium is added to the mash for two reasons; to...
...Russian Standard Vodka: Strategies for Global Branding and Expansion into the US Market
By CHEN Mengjie Marguerite
Given the success of Russian Standard Vodka in the Russian and European Market, following the global branding vision, expansion strategy for US market needs to be defined. This case study will provide in-depth analysis to focus on evaluating expansion strategies and offering market entry recommendations.
1. Russian Standard
Russian Standard was launched by Roust Holdings, a company driven by an unusual mix of quality orientation and Russian pride. In launching the Russian Standard brand, the ambition of Roustam Tariko, founder and main owner of Roust Holdings, was to set a new standard of world-class quality for a new breed of global Russian brands. The first category to which Tariko decided to apply his Russian Standard concept was vodka - born in Russia and strongly associated with the country.
The next big move was the creation of the Russian Standard Bank, aiming to serve foreign trade companies, small businesses and individual customers, with a main focus on retail banking.
Apart from the two mainstream businesses, Roust also launched B2B and B2C e-commerce portal.
Tariko had two ambitious goals for Russian Standard brand: (1) to develop a line of original products and services in multiple categories which would meet international quality requirements,...
...Simple Distillation: A Test on the Amount of Ethanol Present in Vodka
By: Morales, Michah A. Ogsimer, Juk Rances F. Pacia, Carissa Jenelle Y. Panganiban, Aean Genesis R. Rabang, Maika I.
2B-Medical Technology, Faculty of Pharmacy, University of Santo Tomas
Distillation is a technique in separating two liquid components. There are two types of distillation used in this experiment known as the simple and fractional distillation. The objective of this experiment was to be able to determine the amount of Ethanol in the given Alcoholic beverage known as Vodka by using the Simple Distillation Method. The group added 15 mL of Vodka in the distilling flask and heated it in a circular motion using an alcohol lamp and collected them in 10 test tubes labelled with a 0.5 mL mark. The first 0.5mL was obtained at 84°C and the last at 100°C. They then tested its flammability using the first 0.5 mL, which tested flammable, and the last 0.5 mL collected, testing inflammable. The computations from the data gathered, shows us 13.3% EtOH, a proof of 26.7% EtOH and 30% loss.
In this experiment, each group was to use the types of distillation in order to separate the components of an alcoholic beverage known as Vodka. What is Distillation? And what are the two types of distillation used in this experiment?
Distillation is a process of converting liquid to vapour, condensing it, and collecting the distillate...
...whom had a limited knowledge or portfolio for the world’s well known liqueur, Vodka. A risk was taken by Pernod Ricard in 2008 to invest 8.9 billion dollars to acquire V&S. Although this beverage is made from an economy raw product, potato, however with the strong brand awareness and reputation Absolut Vodka as a world’s leading premium vodka. It is conveyed that this acquisition of V&S was due to the existing Absolut Vodka. The phrase of acquisition allow Pernod Ricard to enhance his portfolio and diversify risks, also to be compatible with Smirnoff by increasing market share with a goal to move up from the rank of twentieth to the second largest vodka producer. The success is given that Pernod Ricard had bought an established brand instead to develop a new brand with risk of failure, it saved sunk cost and increases good will, in the same time developed a new market segment for Pernod Ricard.
Absolut Vodka in the US market has reached saturation point, the potential for a significant market share is minimized. The exportation is dominated by US with 50 per cent, however a new trend of consumer behavior is identified as US has developed for drinking ‘less but better’. In order to maximize its sales in the US, The Absolut Company should focuses on sales promotion with stronger advertisement and media campaign to bring along a message that Absolut Vodka is a clearer...