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ABSOLUT Vodka Brand - Case Study Example

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ABSOLUT Vodka Brand

Since its entry into the US market, Absolut Vodka became a global brand icon, which draws international recognition across the globe (Mooney and Dool 2010, p.1). The Absolut Company produces Absolut Vodka in Ahus, Skane in southern Sweden (Mooney and Dool 2010, p.2). By 2005, Absolut Vodka was synonymous in the global market where it deals with premium vodka as the third largest spirits brand across the globe. The spirits that Absolut Vodka sells includes all distilled alcohol beverages (Mooney and Dool 2010, p.2). Over the years, the company recorded immense success in its line of business where it is now the world’s number one premium vodka brand. Absolut Vodka Product Category Ideally, product category defines the mode of organizing products in the store by the type of products on sale. Indeed, customers of Absolut Vodka find the products that they want to buy through the company’s product categories. Most specifically, Absolut Vodka product category includes flavored vodka products, which are vodkas infused with flavors like Vanilla, lemon, different types of berries or pepper (Mooney and Dool 2010, p.4). It also includes unflavored vodka and spirits, which includes all distilled alcohol beverages (Mooney and Dool 2010, p.2)....
ompany, which manufactures the Absolut Vodka brands, has been selling its products to the distributor through Future Brands since ABSOLUT brand separated from Seagram and became ABSOLUT Spirits Company (ASCI) in the U.S (Mooney and Dool 2010, p. 7). Future Brands is an association between ASCI and Beam Global, which is a larger spirits manufacturer (Mooney and Dool 2010, p. 7). Moreover, Absolut Vodka sells durable products, which include premium vodka, and all distilled alcohol beverages. Water and winter wheat produces Absolut premium Vodka through a continuous distillation process that guarantees a durable and high quality product (Mooney and Dool 2010, p. 8). Absolut Vodka Product Stage There are four stages in a product life cycle, which include the introduction stage, growth stage, maturity stage, and decline stage where each stage has distinct characteristics. Notably, Absolut Vodka is in the maturity stage where there is saturation in the distribution of premium vodka brand in the U.S market. Indeed, various distribution channels exist in the market where premium vodka brand enjoys market acceptance and the growth of Absolut Vodka is on a decline. Indeed, after 2004, the market share of Absolut premium vodka fell after 2004 despite its international recognition Mooney and Dool 2010, p. 9). This is because of the introduction of many vodka brands in the US market. In fact, despite its success, Absolut premium vodka is experiencing significant pressure from significant vodka brands like Grey Goose, Smirnoff, Ketel One, and Belvedere which overcrowd the market since 2006 (Mooney and Dool 2010, p. 1-4). Because of the competition pressure, Absolut Vodka has been trying to regain its market position since 2006 by launching a massive advertising campaign to woo young ...Show more

Summary

Absolut Vodka BusinessThis is a case study about Absolut Vodka, which is now trading as ‘The Absolut Company.’Absolut Vodka entered the US market in 1979 with its brand known as premier vodka, which is one of the best-selling imported vodkas in the US…
Author : aimee73
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