Vodka dominates the spirits industry with 27% of all volume and $3.5 billion in annual revenue, according to the Distilled Spirits Council of the US, of which flavored vodka accounts for nearly 13%.
Pitching 19 flavors of its premium Van Gogh Vodka - including Double Espresso, Acai-Blueberry, and Dutch Chocolate - Luctor International wanted to distinguish itself on America's crowded top shelf.
Luctor enlisted Ypartnership to help manage a national effort to build awareness for the Van Gogh brand.
Strategy
"It was ...