Superheroes with a vision
Published:  27 August, 2008

It's an immense and growing category, accounting for around one fifth of all spirits drunk globally. The vodka world - ever more crowded, with fierce battles for market share - is becoming increasingly tough . Never short on innovation, brand owners, producers and distributors are having to fight harder to maintain and grow their chunk of business, and this typically translates into ever more off-beat and original ways to stimulate interest in brands.

For the biggest names, this can mean huge global spends. But for smaller, niche and self-styled super- and ultra-premium products, clever use of technology to enhance and spread the word about music and lifestyle tie-ins, along with innovative twists to the range, are typical of the action taken. A dazzling array of designers, fashion icons, artists, socialites, charity tie-ins and now almost old-fashioned seeming sessions of mixological skills maintain this category's reputation as one of the most vibrant areas of life in terms of the marketing of alcoholic drinks.

Digital Edition

Drinks International digital edition is available ahead of the printed magazine. Don’t miss out, make sure you subscribe today to access the digital edition and all archived editions of Drinks International as part of your subscription.

Comment

La'Mel Clarke

Service isn’t servitude: the skill of hosting

La’Mel Clarke, front of house at London’s Seed Library, looks at the forgotten art of hosting and why it deserves the same respect as bartending.

Instagram

Facebook