THE RUNDOWN

Originating in Kazakhstan, the Snow Queen organic vodka is created from a five-times distilled blend of certified organic wheat and pure spring water. The state-of-the-art production methods and superior ingredients combine to guarantee consumers enjoy the most premium and refined drinking experience. As of 2007, Snow Queen Vodka has been awarded 10 gold, 7 silver and 8 bronze medals for excellence at major international exhibitions. Snow Queen has a presence in Kazakhstan but the brand had not yet made its mark with competitors like Grey Goose and Belvedere who are enjoying the high-end market share.

THE GOALS

• Al Douglas looked into high-end opportunities for the brand • The roll-out strategy was to develop brand advocacy among key influencers in business and entertainment through the “Snow Queen,” a program that allowed them to “discover” the brand before anyone else. Can be found at top nightclubs and restaurants such as Chinawhite, Cocoon, Nobu Berkeley, Momo and Movida as well as Selfridges, Harrods and The Dorchester.

THE APPROACH

• Several months were spent analysing the brand’s global positioning, mandates, reviewing case studies, assessing local weaknesses, global strengths, consumer response, competitors’ strategies and future growth plans. • Snow Queen supported the Harrods Wine Vault event organised via Al Douglas • As a result of the Harrods Wine Vault event Snow Queen received free on the Harrods digital screens worth over £20k plus in-store displays at focal points. • Music artists and VIPs at the event used their social media to support the vodka brand.

THE RESULTS

• Snow Queen is a growing brand and has made good brand connections from the Harrods event.

.