The assortment of alcoholic beverages in Russian stores is full of a variety of brands, bottles, designs and various marketing chips. How to predict a favorable purchase in appearance? And is it always worth paying attention to advertising tricks? Today we will get acquainted with the unusual vodka "Air". And what distinguishes it from other similar products can be found in the article.
Vodka production using new technology
The Ukrainian Bayadera Group holding company released at the end of 2015 a new product that instantly aroused interest in itself. The uniqueness of the Air vodka was its outstanding lightness in taste, which clearly stood out among the rest of the representatives of this drink.
A similar quality was achieved by the latest technology: aeration (oxygenation) of the drink. What does it look like? From a height of three meters, a vodka column falls into a special container. After blending, the liquid “rests” and “breathes” oxygen for 14 days. After this time, the producer of vodka “Air” begins bottling a strong drink.
But it is worth noting that this technology was first used by Bordeaux winemakers at the beginning of the XX century. This is with regards to aeration. If we talk about the moment of "rest" of vodka, then GOST of Soviet times for the manufacture of such drinks implied a certain period of adaptation of water and alcohol before bottling. Therefore, the “latest technology” is essentially a “well-forgotten old”.
Air Marketing
The special technology of "vodka waterfall" prompted the manufacturer to the logical name of the product. As befits in this case, the bottle is made of transparent glass, and the letters in the name "AIR" are cut out of the paper box. What creates the feeling of "airiness" in the name. The container itself resembles an oxygen cylinder with a blown plastic stopper in the form of a valve.
But the marketing move of the Ukrainian holding does not end there. Under the name on the label in large and "transparent" letters, there is a playful inscription: "drink as you breathe." Isn't that eye-catching? It was precisely on this that the stake was set: to increase and win the target audience as much as possible. In numbers - this is 10% of the entire alcohol market in Ukraine.
The main leitmotif was put in this inscription, meaning that the Air vodka is light in every sense (it is easy to drink without a hangover). The manufacturer even this term indicates the label.
The composition and taste of the alcoholic beverage
The composition of the "heating fluid" includes the following components: drinking water, rectified ethyl alcohol "Lux" (from food raw materials), sugar, linden alcohol, blackcurrant fruit alcohol.
Vodka "Air" has a soft taste not only due to aeration of the drink. Basically, this merit of aromatic alcohols from linden flowers and blackcurrant berries. So they act as a "softener" of the alcoholic part of the drink. The first sensation of vodka is not aggressive, there is a nut, bread and alcohol sweetness. With a smooth overflow of taste, berry notes of raspberries and currants appear. The finish has an alcoholic finish, but moderately tart, maintaining a berry plume. Experts interpret the smell of alcohol of this brand as frosty, clean and fresh.
It is worth noting here that the Air vodka is not flavoring. It only contains subtle notes of the above components. Tasting assessment by experts for taste was close to the maximum value - 9.6 points out of 10.
Customer reviews of vodka products
Of course, alcohol is harmful to health, as the Ministry of Health and the experience of any adult say. But reviews of vodka "Air" can be found, in most cases, positive. Customers attribute this product to a high-quality product with excellent taste characteristics.
Despite the sufficient strength of the drink at 40 degrees, the “product” of the Ukrainian holding is easy to drink and a pleasant snack. A typical alcoholic aftertaste, in the usual sense, is absent. There are no extraneous odors from vodka. With moderate drinking, the next day the head does not hurt, and there is no serious condition.
Many consumers noted the marketing campaign in reviews of Vodkhod vodka, thanks to which the first acquaintance with Ukrainian products took place. A simple but catchy design, the shape of the bottle and the inscription on the label highlighted this alcohol among the rest of the drinks.
Based on the foregoing, it can be argued that this alcoholic product is worthy of many consumer indicators. And this means that the goal (to win 1/10 of the market) was ambitious, but justified and has the prospect of achievement.
Finally
Today we met with unusual Ukrainian vodka: we learned the composition of the marketing campaign, and most importantly, customer reviews. The vodka slogan “Air”: “drink as you breathe”, is not only an interesting idea for advertising specialists, but also reflects the ease and quality of vodka production.