What is premimuisation in Vodka market means?

Taste, heritage acts as a more sought premium cues than other attributes
Unlike beer, cider, it is less important that spirits brand acts as a guarantee of quality.

Rank Premium attribute % who see it as a premium quality cue

1 It tastes better (filters and distilled) 88

2 It has a rich heritage 58

3 It is a guarantee of quality (brand acts as a quality) 55

4 It is made from better quality ingredients 51

5 Drinking it feels like I am treating myself 49

6 It is more expensive 44

7 The packaging is more attractive 42

8 I like to be seen drinking it 31

9 It has a higher alcohol content 30

10 Not everyone drinks it 25

11 You can only buy it in specific venues 16

Base: 1,293 spirits drinkers who rate at least one spirits brand as premium
Source: GMI/Mintel
For spirits what matters most is richer heritage. For Ex: Johnie Walker, Jack Daniels and others.
Marketing message of Russian Standard Vodka can emote the rich heritage of Russian Standard Vodka.
 Vs

3 2010 Mintel International Group. All rights reserved. Confidential

to Mintel.
Opportunities for Russian Standard Vodka to engage with Consumers

There is also an undeniably a large, mainstream, cross-gender and mostly latent-demand for drinking
cocktails. For Ex, Mintels report (2009) claims that only a third 34% of alcohol drinkers currently drink
cocktails but 37% claim that they would like to do so in the future.

What type of alcohol would you use consider drinking in the future?

Insight:
With consumers increasingly
interested in cocktails and
festive season coming its a
good idea to feature vodka
cocktails on the opening page
of Russian Standard Vodka.
Key Analysis:
1.Adults are highly influenced by consumer reviews which are posted online, meaning that rating and commenting on
Russian Standard Vodka website can influence in promoting brands. (Ex: Ocado)
2. Online also has implications for new types of business models which can circumnavigate, the supermarkets and
companies can retain more control over their brands. For EX: Vodka Bar.
3. In-house drinking:

Entertaining in the home has become more integral to consumers lives throughout the
recession. The home has become a more important venue for consumers for drinking alcohol,
especially in the UK, where almost half would agree that most of my drinking is done at
home, compared to 36% in Germany, 32% in France and just 18% in Spain.
Index of agreement with drinking When relaxing of an evening in the last six month in the home, by type of drink
drunk
(average=100), May 2011.
Base: 1,136 internet users aged 18+ who drank alcohol at home
Key Analysis: In 2011 Pernod Ricard launched the Delicious
night in advertising campaign in the US featuring its Kahlua,
targeting the stay-at-home drinker. After a survey of
Americans believe the home is the best place for great
conversation.

Call of action: Similar campaigns could boost Russian

Standard Vodka to engage with consumers who drink any
white spirit and remind them of the suitability for drinking
When relaxing of an evening
Share of at-home drinkers, by type of drink, who have drunk when socialising with friends, May 2011
Base: 1136 internet users aged 18+who drunk alcohol at home

Key Analysis:
Cocktails have recently benefited from a revival
of interest, boosted by the renewed popularity of
the Mojito cocktail, which has allowed Bacardi to
grow sales of its white rum by over 10%
between 2009 and 2010.

Call of action:
In Facebook we can position Russian Standard
Vodka as a brand which is synonymous with fun
and socialising .
Facebook Campaign: best shared with friends

For Ex: Smirnoff Campaign Win it , share it

allows friends to share the cocktail and Vodka
for different occasion.
It is my opinion that Russian Standard
Vodka when compared to other liquors
and spirits has got an edge in
Ostentatiousness or bling in the premium
packaging

While Scotch and wine dominate in terms

of premium gifting innovation over
Christmas and liqueurs, the rest of the
spirits market has underutilised innovation
over the past few Christmas periods.
Key Analysis:
Such Stylish packaging can not only make
spirit more appealing to those looking for
gift options but also tempt consumers to
treat themselves and buy better quality
opportunities. Especially as Mintels
research shows that almost Quarter 23%
of UK adult alcohol drinkers buy more
expensive alcohol than usual over
Christmas.
 Key analysis: By combining the level of usage and
penetration the data shown that vodkas success has
been driven by the sheer frequency with which is
drunk by 18-24s.

Needless to say that 18-24s spend most of the

time in Facebook.

Take Away:
1. If appropriate develop an application to encourage
fans to share the content of Russian Standard Vodka.
(e.g. Share to a friend) on Facebook.
2. Creative ways to engage with audience with photos
and contests. (Ex: Expedia)
Variety in the posts , posts with 80 characters or fewer
gets 27% greater engagement than longer posts. (For
EX:

Source: Taken from the TGI survey of around 25,000 adults.