The Aristocrat Group Corp. today gave a broad overview of its strategy to capitalize on the fast-growing super-premium vodka segment, which has increased 32 percent in the last two years to $1.2 billion. Vodka, which accounts for 32 percent of industry volume, increased 5.9 percent in 2011 and now counts for a third of all spirits consumed in America.
ASCC's brand management division, Luxuria Brands, is constructing a marketing strategy that will position ASCC as a competitive player in the highly lucrative beverage industry, honing a specific focus on vodka branding and marketing.
As ASCC executes its plan to introduce two spirits in its new line of super-premium vodkas, the company says it is following the course set by successful domestic spirit makers, such as Tito's Handmade Vodka, to carve a similar path to success. Tito's, which began as a one-man operation in 1997, has evolved into a brand that sells more than 500,000 cases a year.
To get a firm handle specifically on the vodka segment, and to separate itself from competitors, ASCC is creating an aesthetically appealing brand, as well a spirit with an innovative twist that the company has yet to unveil. Additionally, ASCC plans to use celebrity branding to promote its new product and will host a series of professional, nationwide talent searches to find a "rising star" to be the face of the new brand.
"Quality distilling and innovative packaging will be at the heart of our newest vodkas," ASCC CEO Robert Federowicz stated in the press release. "For our first spirit, we're going to be producing a super-premium vodka handcrafted in the USA and highlighted by eye-catching bottle and label design. The second spirit is going to feature something completely new and different from anything bartenders and drinkers have seen before in the vodka market."
For more information on this initiative, visit luxuriabrands.com/investors.html
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