SVEDKA Vodka: Building a brand, one cocktail at a time

This case study describes how SVEDKA Vodka rearticulated its brand's 'future-forward' positioning to re-engage millennials and stand out in the United States' vodka category.

SVEDKA Vodka: Building a brand, one cocktail at a time

Bensimon ByrneConstellation Brands, Inc.

Situation analysis

Overall assessment

When Bensimon Byrne and One Method began working with SVEDKA Vodka in the U.S in 2012, the brand had ambitious plans to grow and eventually overtake Absolut as the #1 imported vodka in the US. To help achieve this goal SVEDKA embarked on a major innovation cycle including introducing new flavours and new packaging to appeal to it's key target – millennial vodka drinkers. But it faced some significant challenges…

The existing brand campaign, key to raising awareness for the new...

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