Archives for posts with tag: vodka

Ever thought of how your vodka would look in a carton of OJ? Well designer Jorn Beyer pulled a beverage swap by putting well known spirits brands on ordinary juice cartons.

He used popular brands Jack Daniels, Absolut Vodka and Jagermeister and labeled the project “Ecohols.” 

Lets toast to this creative design.




Crack open summer with Smifnoff, the world’s #1 vodka, as they add a new, award-winning flavor to the flavors line—Smifnoff Coconut Flavored Vodka. Using natural ingredients, Smirnoff Coconut Flavored Vodka packs a tropical zest that transports you to a vacation-state-of-mind with every refreshing tasting sip.

Made from the world’s best selling vodka, Smifnoff No. 21, Smifnoff Coconut Flavored Vodka proudly joins the brand’s robust line of flavored vodkas. Winner of a Silver Medal at the 2011 San Francisco World Spirits Competition, Smifnoff Coconut Flavored Vodka delivers a smooth and creamy coconut flavor with the aroma of sweet toasted coconut that perfectly complements the iconic vodka, triple distilled and ten times filtered.

“Coconut has taken the beverage category by storm, becoming a popular flavor that consumers are calling for,” said David Tapscott, Brand Director, Smifnoff Vodka. “As the world’s most awarded and best selling premium vodka, Smifnoff looks to deliver the best value with every liquid that joins our flavors line. Smifnoff Coconut follows suit, using natural ingredients that make for an authentic coconut taste.”

 Smifnoff Coconut Flavored Vodka adds excitement to any array of cocktail recipes. For a truly tropical libation, mix Smirnoff Coconut Flavored Vodka with pineapple juice. Smifnoff Coconut Flavored Vodka is available across the USA at local retailers and the suggested retail price is $12.99 per 750mL bottle (prices may vary per market).

Inspired by 500 years of vodka making expertise, Absolut has spent the last decade inventing a new vodka. Crafted from hand-selected estate wheat, and blended with soft and naturally filtered water, Absolut Elyx is a true expression of quality. It is a small-batch vodka, produced according to craft techniques, in an authentic 1929 copper rectification still.

The result: a handcrafted super premium vodka with an elegant, silky texture. “Aroma and flavor are the obvious and most immediately striking characteristics of vodka. Absolut Elyx goes beyond that. It has a clean and fresh taste with subtle floral and fruity tones, but its most defining quality lies in the texture. Not detectable by the nose or taste buds, texture determines how the vodka feels in your mouth. Absolut Elyx is elegant and incredibly soft, and leaves you with a silky feeling in your mouth,” says Krister Asplund, master distiller at The Absolut Company. To create Absolut Elyx, Krister Asplund sourced the finest wheat and water, put a 1929 rectification still back into use, and refined copper catalyzation. These four factors—100% Hand-selected Estate Wheat, Pristine Water Filtrated by Nature, Perfected with Copper Catalyzation, and Authentic Craftsmanship—are equally important in the production, and they are outlined in the Absolut Elyx manifesto, which guarantees long-term quality and an everlasting commitment to perfection.

“The color is transparent and brilliant. The nose is plentiful and intense with a lot of character; it displays subtle hints of vanilla and lemon and has a floral touch. The palate is pure and invigorating with a silky, unctuous texture—creamy, subtle and persistent with a fine balance, and a long-lasting finish with a subtle spiciness. Absolut Elyx is a finely tuned vodka with character and elegance”, says Andreas Larsson, Sommelier World Champion 2007, and one of the world’s most renowned sommeliers.

ABSOLUT Elyx is now launched in the global duty free/travel retail market. With its new long-awaited super-premium vodka ABSOLUT ELYX, the brand has explored the depths of its heritage: five centuries of vodka-making tradition in the rich farmlands of Skåne in southern Sweden. The ABSOLUT ELYX launch is backed by a powerful 360-degree marketing campaign in all available media, targeting a global audience of advanced and sophisticated urban trendsetters, opinion leaders and early adopters. “ABSOLUT ELYX is a product built on taking utter purity and simplicity to its most extreme perfection and elegance,” says Anders Olsson, Director of The Absolut Company Global Travel Retail. ”It’s a product that builds on the essence of our Swedish heritage in a very contemporary and international fashion. It’s really the ultimate base for a wide ranging, new generation of luxury drinks and cocktails such as vodkatinis, or simply mixed with champagne. The very best way to enjoy it, however, is perhaps to drink it pure over a single, slowly melting ice cube.”

The most immediate and striking impression of ABSOLUT ELYX is its crystal clear character and fresh, clean taste with subtle fruity and floral tones. However, its most distinguishing and defining quality perhaps lies in its texture and tactility—how the vodka feels in your mouth. ABSOLUT ELYX is incredibly soft and smooth. It leaves an elegant, silky sensation which is a signature of ABSOLUT ELYX. The ABSOLUT ELYX is being premiered exclusively in Sydney, São Paulo-Guarulhos, Rio de Janeiro-Galeão and Frankfurt International Airport in July. The launch will then be rolled out in the global duty free/travel retail market throughout the summer and fall of 2011. “We have long been looking forward to presenting ABSOLUT ELYX to our discerning and advanced target group of global travellers,” says Anders Olsson. “We are convinced that our customers will enjoy and appreciate the elegance and sophistication of this super premium vodka to the fullest extent.”

The ABSOLUT ELYX launch is being executed worldwide by Pernod Ricard Travel Retail


The Power 100 is an annual research study monitoring the power of the world’s leading spirits and wine brands. Now in its sixth year, The Power 100 has become an industry benchmark of performance, recognising brands which have performed well and identifying those which haven’t. The unique brand ratings highlight each brand’s strengths and weaknesses – providing exclusive insight into what drives the world’s most powerful spirits and wine brands.


The panel of drinks experts has over 200 year’s combined experience in the global drinks industry. They have been involved with all of the major drinks companies and held positions of responsibility in virtually every market. Between them they hold detailed financial and marketing knowledge of every brand covered in this report, and many more besides. Nearly 10,000 brands were looked at in the compilation of this research, across all markets, in every territory.



The king continues to fall. The worlds largest spirits brand and the biggest vodka by over double the size of its nearest competitor continued its decline this year, with its total score down 5% on top of a 3% decline the previous year. Smirnoff’s 1% volume decline and 4% value decline is symptomatic of its ‘middle of the road’ positioning that is being threatened from above – from the likes of Absolut up 6% in volume – and from below – from the likes of Svedka, up nearly 20%. Its brand reputation is suffering as a result, scoring 2% lower this year.


Bacardi regains its No.2 spot in this year’s The Power 100, following an impressive performance on all fronts. Its total score moved up 5% and its brand score up 2%. Bacardi enjoys a privileged position by being not only the favoured child in the Bacardi Martini family but also being almost synonymous with the rum market in general. This makes Bacardi a back bar staple and versatile cocktail ingredient helping build its position in the off-trade too.

Johnnie Walker

Johnnie Walker’s tenure as the second most powerful spirits brand in the world was short-lived at only one year. This year it returns to its No.3 position despite an impressive performance with volumes growing by a striking 11%, due in large part to its penetration of Far East markets, Korea and China in particular, whose economies were less affected by the recession. This is a complete reversal of its performance the previous year where volumes fell by 11%. Because of this change in direction and improvement in the brand score by 4%, Johnnie Walker managed to grow its total score and may yet challenge Bacardi again next year.

Martini Vermouth

Martini Vermouth maintains its position in this year’s The Power 100 with no movement in its brand score and a modest 2% increase in its total score. The iconic brand, dating back over 140 years, upholds its relevance with initiatives such as the launch of Martini Gold by Dolce& Gabbana – a collaboration with the famous Italian design duo and an advertising campaign featuring Italian actress Monica Bellucci.


As predicted in last year’s report, Absolut has returned to form under Pernod Ricard ownership, following acquisition the previous year. Absolut has returned to growth and its brand score increased by 2% helping it move up two places, ahead of Jack Daniel’s and Hennessy. With Smirnoff’s position in decline, Absolut is a real contender for the vodka top spot with its volumes over three times that of nearest competitor Grey Goose. Although with volumes half Smirnoff’s size it has some way to go yet.

Jack Daniel’s

Jack Daniel’s continued at a steady pace this year with a volume increase of 1% and brand score increase of 2% leading to a total score up a modest 1%. With the US being the major market for Jack Daniel’s and this being rather subdued because of economic challenges, Jack Daniel’s was unable to experience the sorts of growth witnessed by other brands with a greater geographical spread, particularly in the Far East. Never-the-less, the brand enjoyed a good year and is in a good position for this to be repeated next year.


With solid volume growth of 10% combined with a brand score up 6%, Hennessy had a good year. The brand continues to gain traction with contemporary audiences and build its premium credentials under the stewardship of LVMH. The range of half a dozen product variants creates a ladder for the consumer climb, allowing them to remain with the brand as they grow in age and affluence. As the economy returns to normal premium spirits brands are likely to return to vogue which Hennessy is well positioned to capitalise on.

Chivas Regal

Chival Regal had an impressive year with net sales up 5% and volumes up 1%. China is now Chivas Regal’s largest market which, alongside other Asian markets, has helped propel the brand forward. The distinctive ‘Live with Chivalry’ advertising campaign seen throughout the world has helped build the brand’s profile and leadership in the Ultra-Premium Scotch whisky category. Its brand score improved by 5% which contributed to an overall total score increase of 2%.

Captain Morgan

Whilst half the size of category leader Bacardi, Captain Morgan is still a dominant force in rum. Increased marketing spend supporting the ‘Calling All Captains’ campaign, ‘Captain and Cola’ initiative and the launch of Captain Morgan Lime Bite helped boost Captain Morgan’s brand score by 4% this year. This, combined with a steady volume increase of 3% helped its overall score move upwards by the same amount.


A strong position in the increasingly affluent and economically protected Asian markets such as China and Korea saw Ballantine’s increase both its volume and value by 4% in the past year. The brand has also been supported by marketing initiatives such as sponsorships of prestigious golf tournaments, special edition bottles and the brand was relaunched to critical acclaim resulting in a strong performance in the important Duty Free market.