Absolut Vodka: The Spirit of a Brand

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017


This case is used in Darden's core Marketing course and in the Pricing elective. It would work well in course modules covering the topics of branding or product line management. A teaching note is available for instructors. Soon after Pernod Ricard acquires Absolut vodka and other brands, the economic downturn results in changes in purchasing behavior away from premium to standard products. Brand managers consider whether to introduce a “basic” Absolut, promote a lower-priced alternative, or rebrand other vodkas under the Absolut brand to trade on its considerable brand equity.



Venkatesan, R., Raggio, R. and Noel, K. (2017), "Absolut Vodka: The Spirit of a Brand", Darden Business Publishing Cases. https://doi.org/10.1108/case.darden.2016.000009

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