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Absolute Vodka's First Limited Edition for Chinese Consumers

Yifu Lu, Craig Davis
May 1, 2014
SKU:
BUS-004801
Region: 
Europe
Topic: 
Marketing & Sales
Length: 
10 pages
Keywords: 
marketing, global marketing, international marketing, International Business, Advertising, digital communication
Student Price: 
$4.00

This descriptive case requires students to consider Absolut Vodka’s limited edition product launch in the Chinese market. The Absolut Vodka brand had gained fame throughout the world in the artist, fashion and music community for its creativity and collaboration. As an imported premium spirit brand to China, unlike Russian brands, of which geographic origin could be a selling point, executives were not able to position Absolute as an original Swedish product. Therefore, executives decided to focus less on the product benefit and appeal more to the consumer and its unique culture.