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Absolut And Grey Goose Map New Growth Strategies

April 11, 2016

Absolut and Grey Goose are two of the most iconic names in vodka, but both brands have seen tough sledding in the U.S. market in recent years. Now, their marketers have mapped plans to reignite growth.

Absolut has seen encouraging signs lately, including control state sales that were up about 6% year-on-year in the six months through February, and a 2% rise in IRI channels in the 24 weeks through March 20. “The next step for us is to go back big on media with Absolut,” says Joao Rozario, vice president, vodkas at Pernod Ricard USA. “We’re spending more than $10 million from April through September.”

Grey Goose, meanwhile, was roughly flat in control states in the six months through February, and was down about 1% in IRI channels in the half-year through March 20. But Grey Goose global vice president Tom Swift says the brand had a strong gifting season, and he sees major growth opportunities ahead this summer. As part of a “big evolution” of Grey Goose’s ongoing Fly Beyond campaign, the brand will produce a series of 20 pop-up events in North America and Europe under a program called “Boulangerie Bleue,” Swift says. Market Watch’s website has the full story.


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