Vodka Fashion

AdAge reports on Soyuz-Viktan’s (Ukraine) ambitious plans to conquer the American vodka market:

S-V, the world's No. 3 vodka producer, is positioning its SV Supreme brand to compete with the likes of Grey Goose and Chopin in the still-hot super-premium
vodka sector. The marketer is also planning to expand into Asia and Western
Europe, but the thriving market for high-end vodkas here makes the U.S. its top
priority, according to U.S. Sales Manager Mark McKethan.
SV Supreme is a new brand, but Soyuz's existing brands SV and Medoff each grew by about 54% last year, to 6.5 million and 3.4 million cases, respectively, according to the spirits trade journal Impact. For comparison, Grey Goose shipped 2.3 million
cases during 2005, and Smirnoff shipped about 21 million.

S-V is also very aggressive on the Russian market although the attempts to boost sales of its Medoff premium brand were unsuccessful. The problem lies in the brand name – Medoff sounds to much like ‘honey’ in Russian but not too many people want to try honey flavored vodka. S-V had to launch a new campaign explaining that its ‘honey’ vodka has no taste of honey.

Another interesting trick to promote Medoff vodka – fashion design for vodka bottles. Clothes for Medoff vodka haute couture comes in different forms. “Medoff Fashion Collection” has one style that was called by S-V market managers “Smooth Style”. Take, for example, this ‘royal’ dress for your favorite vodka bottle. You see an overcoat made of genuine beaver fur exclusively hand trimmed and toned. Sweater is sewn from ultra-expensive Kashmir wool. Please, pay special attention to a gold chain and ebony cane with golden head decorated with Swarowski crystals.

You won’t be ashamed of your vodka bottle looks when you show it to your friends. Next time we’ll talk about exclusive make-up for your vodka bottle and how it can beat other vodkas in “whose limo is the longest” competition.

Via Sostav (more pictures from Medoff Fashion Collection)