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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Welcoming the wine rookie

Itís all true. Wine writers loaf around in a state of partial inebriation and partial undress, bitching about having to taste free wine all day and using recondite words like malolactic, terroir and recondite.†

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