TY  - JOUR
AB  - 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.
VL  - 
IS  - 
SN  - 2474-7890
DO  - 10.1108/case.darden.2016.000009
UR  - https://doi.org/10.1108/case.darden.2016.000009
AU  - Venkatesan Rajkumar
AU  - Raggio Randle D.
AU  - Noel Katherine
PY  - 2017
Y1  - 2017/01/01
TI  - Absolut Vodka: The Spirit of a Brand
T2  - Darden Business Publishing Cases
PB  - University of Virginia Darden School Foundation
SP  - 1
EP  - 15
Y2  - 2024/05/08
ER  -