Strong Alcohol Market in Russia Essay Example

things around us (the way we look, communicate, take decisions, or being influenced by popular opinions of others) create an illusory world of imitators and fakes, in which a man loses himself. Potential threats for the company are constantly changing local regulations concerning alcohol sales and imports. For example, recently approved new law prohibits alcohol advertising online and in printed media.

All ads will be prohibited outdoors, on TV 24 hours per day, including subscription channels, and in airports, railway, and bus stations.Also, alcohol producers can no longer organize events where buying alcohol is necessary to participate. However, alcohol producers, advertisers and legal teams are already looking how to get around the new laws, because the law is stated vaguely and lawyers could get around it if necessary. Also, it is not yet clear how the ban on online alcohol marketing will be monitored and upheld. As we can see on the chart, among all alcoholic beverages vodka represents 50%, followed by wine and low-alcohol drinks, such as beer and different cocktails. Read about 6 Strong AcidsLuxury products, such as whiskey, cognac and brandy represent only 3% of market share, but due to constant decrease in vodka consumption, this market shows great potential and strong growth. If most of the whiskey brands spend a lot of money for advertising, trying to create an illusory image, Jim Beam is focusing its advertising on objective rational advantages, such as taste of product. Russian advertising campaign of Jim Beam brands is a combination of online and offline communication. The company created a website, where the visitors can check all the information about Jim Beam

products.Another step was to create a mobile application: a catalog of legendary cocktails on basis of bourbon, providing the history of gangsters and dry law.

Company used popular video hosting and social network websites to upload their commercials and news. The main part of advertising campaign in Russia was project called “Competition of tastes”: where during several months, the company launched a blind test in the bars all over the country, where people could taste two drinks, Jim Beam and his main competitor (Jack Daniels). The results showed that over 10,000 tastings, 74% of the audience have chosen Jim Beam.