1 Smirnoff

05 September, 2008

Value

growth Aug 08 v Aug 07: +16%

Key date in history: 1941 - the Cock & Bull bar in LA invents the Moscow Mule to clear out stocks of the slow-selling brand, unwittingly fashioning its future as a mixable spirit

Famous friends:

James Bond drank the brand in many films, including 2006's Casino Royale

Strengths: Robust marketing; iconic packaging

Challenges: Increasingly crowded

product category; complacency

The year gone: A new ad campaign and a renewed interest in flavours

The year ahead: Bracing itself for the

Absolut challenge




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COMMENT

Richard Hemming MW asks: what’s the next step for indies?

In the not-too-distant future, when all humans are born with inbuilt VR headsets and Trump is Supreme Commander of the Known Universe, how will students of wine look back on the present era of retail in the UK? And, in such a dystopian world, why would anyone care?

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