Skyy Vodka Case Study: creating differentiation in the premium vodka market

Introduction

This case study on Skyy Vodka forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It examines how the leading vodka brand has achieved success in the US due to its stand-out packaging, premium production processes and innovative marketing.

Reasons to Purchase

*Gain insight into the methods used by important industry players to give them a competitive edge

*Identify specific areas for operational improvements

*Capitalize on the knowledge of experienced companies when entering a new niche or market


Report Highlights

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DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Vodka is a leading US spirits category but the recession could impact premium sales 2
Vodka has performed well in the US, with innovative launches vying for attention 2
Premium claims are popular in new vodka launches, with ultra premium varieties remaining strong 4
However, the recession could hinder premium vodka sales due to consumers drinking at home more frequently and abandoning premium spirits 5
Vodka has the potential to grow strongly in developing nations, outside of its traditional strongholds 6
Skyy vodka is one of the leading premium vodka in the US, and has fared well despite the recession 7
Skyy packaging is a distinct feature of the brand which helps it stand out from competitors 7
Skyy has been one of the most prolific launchers of vodka products in the US, aiming to benefit from consumer interest in natural and premium beverages 8
Skyy is promoted towards women and LGBT consumers using movie sponsorship as a key form of marketing 10
The recession may hinder Skyy's sales due to its reliance on the on-trade, but the company remains positive that it can boost its appeal 12
Conclusions 12
APPENDIX 14
Case study series 14
Methodology 14
Secondary sources 14
Further reading 14
Ask the analyst 15
Datamonitor consulting 15
Disclaimer 15
List of Tables
Table 1: The US off-trade spirits market by value, 2003-13 2
Table 2: Leading claims on new vodka launches in the US, 2005-09 4
Table 3: Vodka off-trade market in Brazil, India and China ($m), 2003-13 7
Table 4: Leading companies in US vodka launches, 2005-09 9
Table 5: US vodka market value, by gender, 2003-06 11
List of Figures
Figure 1: Recent vodka innovations have been widespread in the US 3
Figure 2: Vodka launches in the US have been significant in the past few years 4
Figure 3: Super premium vodka launches have been popular in the US, despite the recession 5
Figure 4: A small but significant proportion of consumers have made efforts to drink more alcohol in the home 6
Figure 5: Only a small proportion of consumers agree that the aesthetic appeal of packaging is important to them 8
Figure 6: Skyy has launched a high number of new vodkas in the US in recent years 10
Figure 7: The healthiness of alcoholic drinks is influential to some consumers 10

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List of Tables
Table 1: The US off-trade spirits market by value, 2003-13 2
Table 2: Leading claims on new vodka launches in the US, 2005-09 4
Table 3: Vodka off-trade market in Brazil, India and China ($m), 2003-13 7
Table 4: Leading companies in US vodka launches, 2005-09 9
Table 5: US vodka market value, by gender, 2003-06 11

List of Figures
Figure 1: Recent vodka innovations have been widespread in the US 3
Figure 2: Vodka launches in the US have been significant in the past few years 4
Figure 3: Super premium vodka launches have been popular in the US, despite the recession 5
Figure 4: A small but significant proportion of consumers have made efforts to drink more alcohol in the home 6
Figure 5: Only a small proportion of consumers agree that the aesthetic appeal of packaging is important to them 8
Figure 6: Skyy has launched a high number of new vodkas in the US in recent years 10
Figure 7: The healthiness of alcoholic drinks is influential to some consumers 10
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