Subject category:
Strategy and General Management
Published by:
IBS Research Center
Length: 11 pages
Data source: Published sources
Topics:
Growth strategy; European alcohol beverage industry; Vodka; Vodka in France; Entry level strategies; Changing consumer taste and preferences; Binge drinker; Premium spirits; At-home beer consumption; Russian Standard Original; Scotch whisky market; Russian Standard in France; Obesity concerns; Changing lifestyles
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Abstract
Russian Standard, a manufacturer of vodka founded in 1992, enjoyed the leadership position in the Russian vodka market with a 60% market share. It was ranked '4th fastest growing premium spirits brand globally' in 2006 by 'Impact' magazine. Russian Standard Vodka was exported to more than 50 countries across Europe, Asia, North and South America. In Europe, changing consumer tastes and preferences offered tremendous opportunities to Russian Standard. As part of its growth strategy, it decided to enter France's emerging vodka market where young drinkers were turning to vodka. Apart from France, it also planned to enter various European markets where vodka consumption was rising. But, established industry players like LVMH (Moet Hennessy Louis Vuitton), Pernod Ricard, and Diageo provided stiff competition to Russian Standard in its objective to become the leading vodka player in France.
Subject category:
Strategy and General Management
Published by:
IBS Research Center
Length: 14 pages
Data source: Published sources
Subject category:
Strategy and General Management
Published by:
IBS Research Center
Length: 9 pages
Data source: Published sources
Topics:
Growth strategy; European alcohol beverage industry; Vodka; Vodka in France; Entry level strategies; Changing consumer taste and preferences; Binge drinker; Premium spirits; At-home beer consumption; Russian Standard Original; Scotch whisky market; Russian Standard in France; Obesity concerns; Changing lifestyles
About
Abstract
Russian Standard, a manufacturer of vodka founded in 1992, enjoyed the leadership position in the Russian vodka market with a 60% market share. It was ranked '4th fastest growing premium spirits brand globally' in 2006 by 'Impact' magazine. Russian Standard Vodka was exported to more than 50 countries across Europe, Asia, North and South America. In Europe, changing consumer tastes and preferences offered tremendous opportunities to Russian Standard. As part of its growth strategy, it decided to enter France's emerging vodka market where young drinkers were turning to vodka. Apart from France, it also planned to enter various European markets where vodka consumption was rising. But, established industry players like LVMH (Moet Hennessy Louis Vuitton), Pernod Ricard, and Diageo provided stiff competition to Russian Standard in its objective to become the leading vodka player in France.
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Subject category:
Strategy and General Management
Published by:
IBS Research Center
Length: 14 pages
Data source: Published sources
Subject category:
Strategy and General Management
Published by:
IBS Research Center
Length: 9 pages
Data source: Published sources
Topics:
Growth strategy; European alcohol beverage industry; Vodka; Vodka in France; Entry level strategies; Changing consumer taste and preferences; Binge drinker; Premium spirits; At-home beer consumption; Russian Standard Original; Scotch whisky market; Russian Standard in France; Obesity concerns; Changing lifestyles