Skyy Vodka


An audit of Skyy Vodka Brand Strategy, through the analysis of Skyy Vodka Brand Positioning.

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Skyy Vodka Brand Strategy - Skyy Vodka Brand Positioning - Skyy Vodka Brand Audit

Using our Brand Strategy key framework - the Brand Key - we look at Skyy Vodka strategy by analyzing the Skyy Vodka roots, targets, insights, benefits, RTBs, discriminator, personality, and essence.

The output is based on an external assesment - or a brand audit - of the brand strategy for Skyy Vodka, in which we take in consideration the marketing execution and press coverage for the brand. Au audit based on Desk Research and External experts interviews.

Key Features

Brand Positioning - Target

Most helpful for:

Students, Brand Professionals, Agencies, Consultants.

Brand Positioning - Benefits

Convenient & Accessible

There are two main reasons for this work: accessibility and inclusivity. We wanted this content to be easily accessible to everybody interested and actively looking for this information. We believe that access to consulting-grade intelligence on a brand strategy would be of interest for many individuals who have no consulting budgets. In addition to that, we wanted this to be inclusive by offering it at a value-driven price, affordable to most, and conveniently downloadable online.

Brand Positioning - Tech

The Product

The brand positioning is based on an external point of view. We conduct sprint brand audits- through desk research and expert interviews - and none of this work is based on proprietary or confidential data. Each positioning or audit is based on generally available data. Technical: the file is in PDF format.

The brand’s beginning came from one man’s quest for a better martini recipe. Serial entrepreneur Maurice Kanbar wanted to enjoy a martini without having a hangover. The solution was simple: start with a better brand of vodka. A creative entrepreneur and engineer who never takes “no” for an answer set out to create a better-tasting vodka with fewer impurities and unmatched quality.

The brand is known for its blue cobalt glass bottle, which has been a staple since the early years. The colored bottle – back then – redefined the category codes, where transparency and purity had always been interpreted through a see-through bottle.

SKYY Vodka was established in 1992 by Maurice Kanbar. In 2009 SKYY Spirits LLC was acquired by Campari Group, a wholly-owned subsidiary.