Proceedings of 11th International Business and Social Science Research Conference
8 - 9 January, 2015, Crowne Plaza Hotel, Dubai, UAE. ISBN: 978-1-922069-70-2
Absolut Vodka Marketing Strategies in USA: A Case Analysis
Etienne Musonera
Absolut Vodka was created in 1879 by a fourteen year old named Lars Olsson Smith.
Even in the beginning, the Absolut brand was known for innovation. Through his
method he was able to introduce his own vodka named Absolut rent brännvin,
“Absolutely Pure Vodka”. With this he controlled 1/3 of the vodka in Sweden and
earned the title “The Vodka King.” A hundred years later, the Absolut brand was
introduced into the U.S. market, distinguishing itself from the competitors with its
Swedish background, consistent quality and iconic bottle, and it has been labeled as
the best-selling imported vodka in the U.S. This study analyses Absolut Vodka
marketing strategies in US and shows how the Absolut Company’s culture revolves
around innovative practices in order to create social moments for those who are a part
of an Absolut world, and despite its previous downfalls, Absolut Vodka has the
strongest brand equity, history, and quality compared to its competitors. The analysis
shows how the Absolut brand’s strengths lie within its recognition as an artful product
and we discuss how product line and extensive advertising campaigns have defined
Absolut as the innovative brand. Opportunities for growing and maintaining current
leader positions are discussed in further sections, and we talk about the challenges of
differentiation. We also discuss cultural and social values and trends, political,
economic and financial issues, as well as opportunities and threats, and implication of
marketing strategies. The strengths and weaknesses have been explained to illustrate
how the company responds to the external opportunities and threats that come with
this growing industry. Market performance shows that Absolut Vodka is among the
highest selling brands and we provided a strategic alternative marketing strategy to
increase market share and growth. We also show how the Absolut Company has
developed its brand and achieved greatness throughout the spirit industry. Absolut
Vodka has implemented a very successful marketing strategy to establish its unique
brand image. It is clear that Absolut is a product of conviviality and this analysis shows
how the company has positioned its self as a brand of originality, and what must be
incorporated in its brand and corporate culture to support growth and innovation.
Key Words: Absolut Vodka, marketing strategies and analysis
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Dr. Etienne Musonera, Stetson School of Business and Economics, Mercer University-Atlanta, 3001
Mercer University Drive, Atlanta, GA 30341. emusonera@gmail.com