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.

Comment

Dominic Roskrow

The serious business of bourbon

This is most odd. I’m standing with two American gentlemen in the corner of a very swish steak bar staring at a surreal painting of what we’re being told is a ship exploding as it sails towards a lighthouse. I think.

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