Imperial Brands Lays out Plans to “Regain Momentum” and Double Revenue by 2018

Following the recent departure of chief Chester Brandes [see WSD 12-16-2014], Imperial Brands, the US subsidiary of Franc's Belvedere SA, has begun rolling out a new US strategy to "improve operational efficiency" and "regain momentum" for the brands in its portfolio. As the company's largest brand, Sobieski is the primary focus of the new strategy. The premium-priced vodka will get an increase in local advertising and promotional investments in its key markets (e.g. New York, New Jersey, California, Florida etc.)