Page 13 - Kavka Proposal Web

7. The Marketing Opportunity 8. The Marketing Strategy
After Whisky the vodka market is the second largest Key outlets / Distribution
spirits segment in the world. • Sales to Baltic and Ognisko (10,000 bottles a year)
Although there have been many new vodka launches • Become pouring or secondary pouring and Martini
over the last 10 years, they have been characterised by vodka to select bars and restaurants where we have
an overwhelming sense of ‘sameness’, as they mostly personal connections
draw on the same clichéd cues of luxury, and a feeling • Seed the brand in additional top 500 selected bars,
of over-engineered marketing. Little substance or restaurants and hotels in London
authenticity. In contrast, the US has seen a resurgence • In the Off Trade, launch in premium venues
of micro distilleries (much like the boom in micro (Selfridges, Harvey Nichols, Wholefoods)
breweries), with brands like Tito’s and F.E.W becoming • Have in-principle agreement for wholesale distribution
must-have brands in the trend-setting bars of Brooklyn, with Bibendum and other premium distributors
NY, a pre-requisite for success in the broader high- • Distribute through Amazon
end bar trade. These brands, few and far between, Media
are offering a quality product with an interesting and • Press launch at Ognisko
differentiating brand story based on their small batch
hand-made distilling process. • On-going Professional PR campaign
• On-going premium lifestyle press coverage
The opportunity for KAVKA is to stand out as a truly • Targeted spirit brands bloggers campaign
individual vodka with a combination of
• High profile personalities programme (Brand
i) genuinely superior, real, authentic and different ambassadors)
tasting vodkas and Events
ii) a highly focused marketing strategy promoting its • Quarterly PR and Cultural events using Baltic and
entirely un-contrived authenticity and strong brand Ognisko as showcase venues to promote the brand
name. Our narrative and Brand story is based on • Drinks Awards and competitions. Enter all key trade
distinctive taste, its provenance and authenticity awards. We are confident enough in the quality of the
combined with the story of the man behind it products to be assured of distinctions
(Prince Jan Woroniecki). The antithesis of the • Sponsorship of burgeoning contemporary art scene in
conventional mass market luxury vodkas. There is East London and other key areas in UK
no brand doing this in the vodka market. • Sponsorship of all Polish cultural activity with focus on
leading edge ‘fringe’ art
• Focused promotion on ‘young’ art and culture (Rada,
St Martin’s etc.)

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