Diddy factor invigorates vodka sales for Diageo

on 22/10/10 at 8:00 am

Spirits

Diageo, as the world’s largest spirits maker, is a master of mass-market selling, but it also nurtures some of its brands within specific ethnic target groups before rolling them out broadly.

A recent example involves Ciroc vodka, which was introduced by the company in 2003 into the “ultra premium” vodka market. Its point of difference is that it was the only high-end vodka made from grapes.

Sales were modest in its first few years on the market. Then, in late 2007, Diageo inked a marketing deal with Sean “P Diddy” Combs, the US rap star.

{Full story via Financial Times}

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