Case Study: Smirnoff Vodka

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Issue:

Miscellaneous

 

Written by:

Esther M

 

Date added:

August 27, 2013

 

Level:

University

 

Grade:

A

 

No of pages / words:

6 / 1626

 

Was viewed:

9549 times

 

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Essay content:

With a growing range of flavoured vodkas and pre-mixed cocktails that perfectly tap into the lucrative ready to drink sector, Smirnoff is successfully supplying the constant demand for new products that will target the younger, style-conscious adult drinker. White spirits are better suited as summer refreshers rather than winter warmers...
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However, unlike many other alcoholic beverages, the white spirits market is not adversely affected by seasonality. Sales within the white spirits market are not limited to the summer season alone, but are equally included in the general upsurge in alcohol consumption over the festive season which sees around 22% of annual volume sales being made in the Christmas period (Source: Mintel 2000)...
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