News Published on 6 Nov, 2009
Stock sees success with mainstream vodka
Filed by Claire Phoenix
Stock Spirits Group has seen significant sucess with its Czysta de Luxe brand in Poland, selling 2.2 million cases in a year against a projected one million.
CEO Chris Heath explained the astounding results: “Czysta de Luxe – a clear vodka from Stock Polska/Polmos Lublin – is taking the market by storm mainly due to some innovative marketing. It’s produced from an original recipe using a process involving a six-phase distillation and filtering over quartz. The result is a characteristically delicate aroma and award-winning flavour that’s gathering a high level of consumer support throughout Poland.
“TV advertising isn’t permitted, as Poland is what’s termed a ‘dark market’. However, POS in-store shelf hangers explaining how it’s ‘The favourite vodka of Poles, selected by Poles’ followed an independent blind tasting and has led to some impressive results. We now have similar plans for promotions and restructuring in Italy and Czech Republic.”
Made from selected herbs, spices and dried fruits and available in numerous flavours, including the highly popular mint and cherry variants, the latest launch is a new lemon flavour.