Vodka Marketing Campaign Emphasizes Local Agriculture

Vodka Marketing Campaign Emphasizes Local Agriculture
Advertising

Karlsson's Gold leverages it geographically specific raw ingredients as point of differentiation.

Graham Jones
  • 22 november 2011

Swedish vodka brand Karlsson’s Gold has released a series of videos that links the product to its local agriculture. This campaign comes at a time when there is a renewed urban interest in farming heritage, raw foods and beverage connoisseurship. This brand positioning appears to be an inversion of what’s expected of high end vodkas who regularly market themselves in the context of posh night clubs and VIP lounges. The Vimeo videos feature Börje Karlsson, the company’s master distiller and talent behind the widely successful vodka brand, Absolut, sharing his philosophy for a new kind of premium unfiltered vodka, quipping, “If you don’t like it, don’t drink it.” The videos include panoramic footage of potato fields, interviews with local farmers, and instructions on how to correctly imbibe the spirit.

Access this article for free
Fill in your email below and you'll gain access to this article while also receiving a number of membership features as part of a special 30-day trial.
*Already a member? Log in here

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.