Superbrands Finland 18 Research Had Shown That Finland Had An
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Market the US where new flavour introductions have Research had shown that Finland had an Finlandia Vodka was launched in 1970 as the become increasingly important in attract- excellent reputation in the US, and the new world’s first premium vodka brand. Today, it ing new consumers and creating excitement vodka was created to celebrate all the best ele- plays in a highly competitive environment around vodka brands. (Source: Impact) ments of Finland: nature, authenticity, purity, where the image and product quality play the quality and high technological skills. The name key roles. There are a large number of inter- achievements Finlandia was selected as it unambiguously nationally established players in the segment, Finlandia Vodka is sold in more than one hun- proclaimed the origins. Finlandia Vodka was with several new entering each year. As image dred countries. In 2004, it ranked seventh the first premium vodka in the US targeted to is important, premium vodka brands invest among the world’s premium vodkas. In July a highly discerning consumer with an interest heavily in advertising and promotion, and put 2005, the shipments from Finland passed in the exotic. a lot of effort in package development as the the landmark of two million cases (18 million The original bottle had a surface package has become an important part of the litres) a year. The biggest markets for Finlandia mimicking ice on a late autumn consumer’s choice of vodka brand. are the US, Poland, Puerto Rico, Canada and creek in the Lapland fells. The dark Premium vodkas have enjoyed an upward the international travel trade. In Poland and blue label featured a white reindeer pany, Finlandia Vodka Worldwide, a joint ven- tional concepts. In the 1970’s the advertising Finnish Formula One driver Mika trend for several years in the US and Western Puerto Rico, Finlandia is the number one and a red Midnight Sun to give a ture of Altia and American Brown-Forman campaigns promoted Finlandia as “A vodka for Häkkinen as the partner of the West Europe, and recently also in Central Eastern imported premium vodka, and in travel retail sense of Lappish exoticness. Corporation. By 2004, Brown-Forman had vodka lovers” and “The vodka for vodka pur- McLaren Mercedes racing team. In Europe. In 2004, the premium vodka category Finlandia is among the three leading vodka The product was first intro- acquired 100% of the company. The develop- ists”. By the mid-1980s the same theme had 2002, Finlandia was featured in the totalled over 680 million liters. While unfla- brands. duced to the Scandinavian duty- ment has meant significant steps forward evolved into “The world’s finest vodka. On ice.” James Bond Film “Die Another Day”, as voured vodkas still represent more than 80% Finlandia Vodka was the very first design- free market in 1970, followed by for Finlandia, as Brown-Forman are capable In each campaign, the ice bottle was the key the vodka of one of the most discerning of the category, much of the segment growth er vodka. Its first bottle was designed in 1969 the US in 1971. and determined to invest in the future of the visual element. The highly praised 1991-1994 vodka drinkers, Agent 007. comes from flavoured vodkas, especially in by the internationally renowned Finnish art brand. The brand concept is developed by an campaign “Vodka from the Top of the World”, glass designer Tapio product international team, respecting the natural introduced a new visual approach, emphasiz- brand Values Wirkkala. Since the Purity and quality define purity and the origins of the brand. Finlandia ing the exotic qualities of Finland. In the fol- Since its inception, Finlandia brand values 1980’s the package Finlandia Vodka. It is made Vodka continues to be produced and bottled lowing years, campaigns were more focused have remained the same: purity, high has gone through of pure glacial spring by Altia Corporation. on quality and style, while still relying on the quality and authenticity. These values several evolution- water, and the highest In 2003-2004 Finlandia launched its on the attributes of pure and cold. In 2005, have been the driving themes behind ary changes, always quality six-row barley. The third-generation bottle with great success. Finlandia returns to its roots by celebrating its the success of Finlandia Vodka. In remaining faithful to barley is grown in a clean Increased and focused marketing activities natural purity and authentic heritage. today’s world Finlandia believes that the original inspira- environment on carefully selected and new flavour introductions have also con- On-trade promotions are important as more and more consumers will appreci- tion for the first pack- Finnish farms. It ripens fast in the long days tributed to the positive development of the bars and restaurants that offer natural sur- ate such qualities and values: Finlandia age, the element of and white nights of the northern summer. The brand and in recent years Finlandia has shown roundings for people to try new products. is a brand for people with integrity ice. The current pack- short but intensive growing season and the double digit growth. Finlandia’s biggest on-trade promotions who place value on the contents. Typical age, launched glob- frosty winters contribute to the natural purity include ‘The International Finlandia Vodka Finlandia consumers do not go with the ally in 2003-2004, is of Finlandia Vodka. promotion Cup’, a contest for professional bartend- masses, but stand on their own feet and taller and more slen- Distillation takes place in a series of seven Since the beginning, purity, high quality and ers, and Finlandia Midnight Sun promotions, make their own choices. Finlandia continues der than its predeces- 25 meter (81 feet) high columns using an inno- the authenticity have also been the corner- celebrating the Northern summer nights. to represent the very best of Finland. sors and features an vative multi-pressure system. Any remaining stones for Finlandia’s advertising and promo- In 1998-99 Finlandia shared the success of ice punt bottom and impurities are removed as the barley spirit is a back surface remi- distilled in a continuous process through more niscent of melting than 200 distillation steps. Due to the technol- ice. The three gen- ogy, there is no need for active carbon filtering THingS you didn’T know abouT… We believe that if you¼re kind to nature, it will return the favor. erations of Finlandia or other methods of further purification. ©2005 Finlandia Worldwide Ltd., Vodka Helsinki, Finland. Finlandia 40% Imported Vodka Alc./Vol. by Brown-Forman Beverages, Louisville, Kentucky USA packaging have all To make Finlandia Vodka, the distilled Finlandia Vodka received recognition barley spirit is mixed with pure spring water. • Finlandia Vodka is made only in Finland and awards for their The spring water is naturally filtered through and exclusively from Finnish six-row design. deposits of moraine, formed during the Ice Age barley which offers the highest quality 10,000 years ago. The water, pumped from 18 starch and lowest fatty oils of any History meters’ depth, is so pure that it can be used distilling grain. The producer of as such. • The pure spring water used in Finlandia Finlandia Vodka, Altia From the planting of the barley seed to is so pure that any artificial filtration Corporation, has a his- bottling, the production of Finlandia Vodka is would in fact reduce its purity. Therefore tory of spirits produc- covered by an extensive quality control system it is used as such. tion in Finland dating of the highest standard. • The white reindeer on the Finlandia label back to 1888. In the Finlandia product range includes the clas- refer to a love story based on an ancient late 1960’s, after 80 sic unflavoured Finlandia Vodka, Finlandia legend from Finnish Lapland. According years of focus in the Cranberry Fusion, Finlandia Lime Fusion, to the people in Lapland, the white rein- local market, the com- Finlandia Mango Fusion, Finlandia Redberry deer are also a good omen: If you ever see pany saw an opportu- Fusion and Finlandia Wild Berries Fusion. the sun, the moon and a white reindeer Vodka from a Purer Place nity in the American at the same time, any wish you make will cocktail culture in recent developments be granted. which vodka had In 2000, the ownership of the Finlandia brand Made from pure glacial spring water, untouched,untainted,and unspoiled. Keep your judgement pure. Drink responsibly. finlandia.com become a favourite. was transferred from Altia to a new com- www.finlandia.com 18 SuperbrandS Finland 19 Market the US where new flavour introductions have Research had shown that Finland had an Finlandia Vodka was launched in 1970 as the become increasingly important in attract- excellent reputation in the US, and the new world’s first premium vodka brand. Today, it ing new consumers and creating excitement vodka was created to celebrate all the best ele- plays in a highly competitive environment around vodka brands. (Source: Impact) ments of Finland: nature, authenticity, purity, where the image and product quality play the quality and high technological skills. The name key roles. There are a large number of inter- achievements Finlandia was selected as it unambiguously nationally established players in the segment, Finlandia Vodka is sold in more than one hun- proclaimed the origins. Finlandia Vodka was with several new entering each year. As image dred countries. In 2004, it ranked seventh the first premium vodka in the US targeted to is important, premium vodka brands invest among the world’s premium vodkas. In July a highly discerning consumer with an interest heavily in advertising and promotion, and put 2005, the shipments from Finland passed in the exotic.