![]() This changing landscape is what makes the new Grey Goose VX so important. While we don’t think vodka is going to lose its dominance any time soon, the landscape is clearly changing, and brands have no maps to navigate the road ahead. The problem with the vodka category, and its players, is that the category has enjoyed such effortless success for decades with very little need for innovation (aside from coming up with wild and crazy flavors to release, and then discontinuing them). Part of this sharp decline is attributed to Grey Goose’s decision to not chase the flavor trend too hard, but a more significant factor was unexpected competition from non-premium brands like Tito’s Vodka and Deep Eddy’s Vodka, which took significant share away from premium players like Grey Goose. In 2013, Grey Goose saw a sharp drop in sales, with a whopping 5% decline (source: Impact Databank). ![]() Bacardi’s Grey Goose is one of those brands that’s really trying to navigate these changing vodka waters. Now that the flavored vodka boom is clearly ending, vodka companies are scrambling to figure out ways to hold on to their growth and remain relevant in a marketplace that is increasingly shifting towards whiskey. ![]() The vodka category is beginning to go through a real identity crisis.
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