This case illustrates the unusual history of the brand in a "super-premium" segment of the vodka market. Top-of-the-line position supported creative advertising, narrow distribution, point-of-sale advertising, and expensive advertising products. Absolute use very expensive inserts as advertising in print vehicles during the Christmas season. The latter inserts described in the case will cost about $ 1 each in the production and distribution through the media vehicle (The New Yorker). The case asks students to decide whether such an expensive advertisement should be continued and, if so, how. Social impact of advertising of alcoholic beverages and the implications of such exclusive positioning strategy can also be explored. "Hide
by Paul W. Farris, Elizabeth Collins Source: Darden School of Business 16 pages. Publication Date: 02 April 1991. Prod. #: UV2801-PDF-ENG
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