Vodka ceo Says Premiumization and Flavored Vodka Don’t Mix

Dear Client:Last year Andy Glaser stepped into the role of ceo for Swedish-made Purity Vodka. The former marketer for Moet Hennessy and Heineken USA has latched on to a drastically different marketing tactic for the brand. As you are aware, flavored vodka accounts for more than 20% of the vodka market, but Purity's campaign was designed to distance itself from the flavor trend. "Like cranberry juice in your vodka? May we recommend Grey Goose," reads the print and digital ads.