Audit on Burnett's Vodka
Marketing Audit:
Burnett’s Flavored Vodka Over the past decade, the popularity of the spirit vodka has gone through the roof in terms of U.S Consumption. With many consumers looking for healthier, low calorie alternatives to beer, wine, and other dark spirits, Vodkas popularity comes as no surprise. The rise of vodka has also brought about another growing trend in the spirits industry and that is the growth of flavored vodkas. Flavored vodkas allow consumers with particular taste to enjoy an easy-to-drink spirit and also allows consumers to create many different drinks with one base liquor. One of the companies that has seen immense success in this booming market is Heaven Hill Distilleries’ line of Burnetts’ Flavored Vodka. Featuring over 33 unique and distinct flavors, Burnett’s is one of the largest players in the flavored vodka market and continues to lead in innovation of flavors as well as nationwide distribution.
Executive Summary
While there continues to be new competitors entering the market almost every day, one of the largest, most competitive firms in the flavored vodka market is Burnett’s Flavored Vodka. Burnett’s, widely known throughout the nation by young collegiate aged individuals and young professionals, offers one of the lowest price points for vodka in the entire industry. In addition to this, it features a product line with over 33 different flavors including seasonal flavors such as pumpkin spice vodka. By and large, Burnett’s has seen wide success without using an overly extensive marketing strategy, relying intensively on social media and in-store promotions at both liquor stores and bars. Heaven Hill Distilleries, which owns over 50 different liquor brands, only features two vodkas in its entire lineup. With their premium brand “High Rise Vodka” covering the premium market, Burnett’s is free to market to the lower end of the market and reach out to customers that others flavored vodka companies typically do not aim for. By
Burnett’s Flavored Vodka Over the past decade, the popularity of the spirit vodka has gone through the roof in terms of U.S Consumption. With many consumers looking for healthier, low calorie alternatives to beer, wine, and other dark spirits, Vodkas popularity comes as no surprise. The rise of vodka has also brought about another growing trend in the spirits industry and that is the growth of flavored vodkas. Flavored vodkas allow consumers with particular taste to enjoy an easy-to-drink spirit and also allows consumers to create many different drinks with one base liquor. One of the companies that has seen immense success in this booming market is Heaven Hill Distilleries’ line of Burnetts’ Flavored Vodka. Featuring over 33 unique and distinct flavors, Burnett’s is one of the largest players in the flavored vodka market and continues to lead in innovation of flavors as well as nationwide distribution.
Executive Summary
While there continues to be new competitors entering the market almost every day, one of the largest, most competitive firms in the flavored vodka market is Burnett’s Flavored Vodka. Burnett’s, widely known throughout the nation by young collegiate aged individuals and young professionals, offers one of the lowest price points for vodka in the entire industry. In addition to this, it features a product line with over 33 different flavors including seasonal flavors such as pumpkin spice vodka. By and large, Burnett’s has seen wide success without using an overly extensive marketing strategy, relying intensively on social media and in-store promotions at both liquor stores and bars. Heaven Hill Distilleries, which owns over 50 different liquor brands, only features two vodkas in its entire lineup. With their premium brand “High Rise Vodka” covering the premium market, Burnett’s is free to market to the lower end of the market and reach out to customers that others flavored vodka companies typically do not aim for. By