The notion of ‘affordable luxury’ has become a driving force in the alcohol industry in recent years, as a willingness to spend a bit extra on life’s simple pleasures has led consumers away from value-priced spirits in favor of higher-end offerings. According to a report by Beverage World, the high-end and super-premium spirit categories experienced significant growth in 2014, rising 5.8 percent and 5.1 percent, respectively, over the previous year. The value category, on the other hand, actually declined by 1.3 percent, illustrating the ongoing shift in consumer preference toward higher quality goods that don’t break the bank. Aristocrat Group Corp. (OTCQB: ASCC) is capitalizing on this market trend by expanding upon the availability of its award-winning RWB Ultra-Premium Handcrafted Vodka.
“RWB Vodka is one of the most highly decorated American spirits in the marketplace,” Robert Federowicz, chief executive officer of ASCC, stated in a news release. “Our sales and distribution will keep growing as word of mouth continues to spread about RWB’s premium flavor and smooth finish.”
In addition to word of mouth, ASCC is currently utilizing an aggressive marketing campaign designed to rapidly expand upon the brand recognition of RWB Vodka. Along with its presence in the world of motorsports attained by sponsoring an extremely competitive race team, the company is building a following in the entertainment industry through its sponsorship of rising country music superstar Curtis Braly. RWB Vodka is currently available online to U.S. consumers and at more than 60 retail locations and 250 clubs, bars and restaurants across the country.
Last month, ASCC announced plans to launch its popular handcrafted vodka internationally through its joint venture partner in Canada. The company plans to utilize a similar marketing strategy in the Canadian market in order to repeat the success it’s had since its U.S. launch of RWB Vodka in 2013. After aligning itself with distribution partners, ASCC will look to increase its visibility through potential sponsorships with local artists and sporting events.
“Canada is an important market for us, so we plan to invest heavily in RWB’s success in British Columbia in order to establish a foothold,” Federowicz continued. “Thanks to our experience in the U.S. market, we know which promotions are most effective. We’ll be putting that knowledge to good use in Canada.”
As it continues to progress toward building a portfolio of successful brands to compete alongside industry giants such as Diageo PLC (NYSE: DEO) and Brown-Forman Corp. (NYSE: BF-B), ASCC is in a favorable position to promote sustainable financial growth moving forward. Look for the company to continue expanding upon the marketability of RWB Vodka as it inches toward the highly-anticipated launch of its innovative new product, Big Box Vodka, in the coming weeks.
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