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

Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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