Giving every line a role in a value-led vodka market

01 · Context

An international vodka brand was losing ground in a market where most volume sat in the value segment.

Premium was a very small part of the category, a few distributors controlled most of the volume, and the brand’s lines had no clear role: some were little more than PR, and an everyday line was missing.

02 · Key conclusion

More campaigns would have spread a thin budget across lines that competed with each other. Each line was given one job, from showcase to everyday volume, and a new line priced between the existing tiers filled the gap in discount retail.

03 · Actions

Three horizons.

1. Short term

   Category management with international retailers, and the right assortment for each store type.

2. Short to mid term

   One role per line, a line for discounters, and an indirect sales force in large cities.

3. Mid to long term

   Innovation beyond flavours.

04 · Transformation

From lines without a job to five clear roles.

Showcase, core business, discounters, recruitment and maintain: each line now had one job, one price position and one channel focus.

05 · Result

Share grew by 2–3% a year for the following three years.

With every line doing one job and the gap in discount retail filled, the brand gained share year after year in a market dominated by value.