SAK… THE PROMISE OF PISCO PERNOD RICARD - Sobieski

Sobieski Vodka Becomes The Fastest Vodka
Brand To Reach Million Case Milestone
SAKÉ
It’s New, It’s Different,
It’s Catching On
THE PROMISE
OF PISCO
Chilean Pisco Makes A Surge
In U.S. Market
PERNOD RICARD
Taking Innovation To A Higher Level
PLUS:
FINEST CALL
BIN ON THE TOWN
NEW PRODUCTS & PROMOTIONS
t r u t h i n v o d k a.c o m

A
million. It's a powerful and
impactful number. A number
you utter and it stands for
something real. Something impressive.
Something worth striving for.
One million; it’s a round figure against
12 BIN 2012
Feature
ONE MILLION DOWN,
MILLIONS MORE TO GO
Sobieski Vodka Becomes The Fastest Vodka Brand to Reach Million Case Milestone
By Francine Cohen
which all else is measured and everyone
else is judged.
In 2009, in this magazine, Chester
Brandes, the President and CEO of
Sobieski Vodka’s U.S. importer and
marketer, Imperial Brands, set an im-
Chester Brandes at Inlet4 Jupiter FL store
Photo Credit: Robby Antonio
pressive goal for the new vodka brand
as he was quoted as saying, "In our
first year, Sobieski reached a 200,000case
sales milestone in the U.S. Our
U.S. sales goal is one million cases in
a calendar year, and we're setting our

sights on being the fastest vodka brand
to achieve this important milestone."
Three years later, Brandes and
his team can pat themselves on their
backs- they've achieved their goal. Now
it's time to set another. Brandes notes,
"Now we go to two million cases.”
When asked why hitting that first
million case goal was so pivotal, Timo
Sutinen, the brand's Vice President of
Marketing and Business Development,
remarks, “One million case sales indicates
you are playing in the big leagues
– we just wanted to get there faster
than anybody else. We are there now,
but we have really just started.”
"Already a leading brand in Poland,
produced in a distillery dating
back to 1846, and made exclusively
from the vaulted Dankowski rye, Sobieski
Vodka had the requisite pedigree
for success in the U.S. market.
Thanks to a very creative marketing
campaign, a great team at Imperial
Brands, and a supportive distributor
network, we achieved our goal,”
states Brandes.
While Brandes and Sutinen are
Joanna Krupa at Sobieski event in NYC Chester Brandes and Timo Sutinen in Las Vegas
thrilled to have crossed the million
case mark, they are not resting
on their laurels. They know they've
carved out a solid place in the market
that's buoyed by consumer confidence
as their sales reflect. There is still
work to be done though.
Brandes lays out the next phase of
Sobieski development, "You need to
“Not only did we need a superior product and
positioning but we also needed a marketing
campaign that let folks know about Sobieski. We
created a campaign which we call “The Truth in
Vodka,” Sutinen explains.
look like a million case brand to the
trade. Though that numeric goal has
been achieved, we still have a ways to
go. The brand needs additional size
distribution, more shelf facings, and
an increase in floor displays. In summary,
we need the retailer to believe
that Sobieski is a winner, deserving of
additional exposure and promotion at
the store level."
In states like California, which
Sutinen and Brandes have identified
as a market with huge growth potential,
continuing to get support from
chain channels remains a top priority.
Brandes adds, "We believe the California
market is on the verge of exploding;
we need to stay the course, and
continue to work closely with our dis-
The Liquid Chef Junior Merino at a Sobieski event in NYC
tributors in an effort to maximize support
in terms of features and display
activity from this all-important segment
of the market."
With a million cases sold, the
argument can be made to the off-
premise retailers that, “carrying and
promoting the entire Sobieski line,
is a win-win situation for both parties
as it facilitates one stop shopping
for the Sobieski devotee who
wants to buy all their Sobieski at one
location,” says Brandes.
The approach and conversation
with on-premise decision makers is
somewhat different than with the offpremise
trade. Back bar distribution is
another area that will help Sobieski
Vodka reach the next milestone. In
bars and restaurants, Sobieski’s ap-

t r u t h i n v o d k a.c o m
14 BIN 2012
SKINNY
POMEGRANATE
1 1/2 Parts Sobieski Cytron Vodka
1/2 Part Honey Syrup
1/2 Part Fresh Lime Juice
1/2 Part Pomegranate Juice
Shake With Ice
Strain Into A Chilled Martini Glass
Garnish With Orange Wedge
Skinny Pomegranate was created by mixologist Jonathan Pogash
EXPRESSION
1 1/2 Parts Sobieski Espresso Vodka
1 Part Sobieski Vanilia Vodka
1/4 Part Hazelnut Liqueur
1/2 Part Irish Cream
1/2 Part Fresh Espresso
Shake With Ice
Serve In A Chilled Martini Glass
SIN CITY
1 Part Sobieski Cynamon Vodka
1/2 Part Sobieski Espresso Vodka
1 Part Irish Cream
Shake With Ice
Strain Into A Chilled
Martini Glass
Sprinkle With Cinnamon
proach consists of a three-pronged
message: taste, quality, and value. The
Sobieski product line, which includes
seven flavors plus the original flagship
spirit, is available nationwide at about
$11 a bottle. That value pricing opens
up a lot of conversations; beginning
with the point Brandes first brings forward
as he asks, "Why are you using
brands that cost more and taste inferior?"
He quickly follows it up with a
suggestion, "Do the taste test." Brandes
and Sutinen agree that once buyers
“One million case sales
indicates you are playing
in the big leagues
– we just wanted to get
there faster than anybody
else. We are there
now, but we have really
just started.”
taste the quality and realize the value,
they are hooked. Brandes adds that “It
is one thing to have Sobieski in the
well, but the key is to get it featured
on a menu and placed on the back bar
so that it’s in front of consumers.”
Visibility in bars is an important
part of the purchase cycle. Brandes
notes, "We need consumers to be
aware of Sobieski so they buy it for
their home. And when they buy it
for their home and enjoy it there, it's
more likely they'll be looking for it at
their favorite watering holes too.”
The consumer purchase cycle and
chatter is a good thing for distributors
too; particularly the committed
partners who have supported Sobieski
since its U.S. launch in 2007. Sutinen
explains, "Some are smaller family distributors
who took the brand to heart
and are working hard for Sobieski." He
and Brandes appreciate this dedication
and support and know they wouldn't
have reached their first goal that
quickly without the support.
Distributors aside, the goal has always
been to make an impact on the
consumer. Though Brandes recognized
there was an opportunity to enter the
marketplace with a quality vodka that
brings great flavor and the history and
authenticity that is backed by the Polish
Product Origin Control System, he
also knew he had to offer something
else. He notes, "to play in this market
and get people’s attention, we had to
over-deliver on quality at an affordable
price point."
The product also had to suit every
taste; hence the flavor expression
roll-out. Brandes saw the future as he
says, "To be in the flavor game you
must appeal to different pallets in different
regions and markets. To address
specific demands, Sobieski first introduced
Vanilia and Cytron, followed
by Karamel, Raspberry and Orange
as these are flavors that sell around
the country. Next came Espresso, Cynamon,
and Bizon Grass – a favorite

MILLION,
SCHMILLION.
WE’RE PROUD TO ANNOUNCE THAT WE HAVE REACHED
OUR GOAL OF SELLING 1 MILLION CASES, IN RECORD TIME.
BUT HEY, WE’RE JUST GETTING STARTED.
t r u t h i n v o d k a.c o m

Top Left: Brad Coughlin, Timo Sutinen, Chester Brandes • Bottom left: Lake Bell at movie premier in LA, CA • Bottom middle and right: Bruce Willis at a Sobieski Vodka event on the Intrepid in NYC
among the mighty Polish communities
– and Grape and Black Cherry
are on tap for later this year."
“Not only did we need a superior
product and positioning but we also
needed a marketing campaign that let
folks know about Sobieski. We created
a campaign which we call “The Truth
in Vodka,” Sutinen explains. “We
talk about the industry and our product
with real terms and perhaps make
it a little bit easier for consumers to
understand the differences between
brands. They appreciate being told
the truth about vodka, they are per-
16 BIN 2012
haps a bit wiser with how they spend
their money and want to drink like a
king without breaking the bank.”
Consumers have enthusiastically
embraced the brand’s individuality,
and that good feeling continues with
Sobieski's commitment to the com-
"We believe the California market is on the verge
of exploding; we need to stay the course, and
continue to work closely with our distributors
in an effort to maximize support in terms of
features and display activity from this allimportant
segment of the market."
munity. Though Brandes admits,
"We don't have millions
to give to charities," the brand
has found a way to make a real
difference. Sobieski has embarked
on a yearlong program
with Bruce Willis in supporting
Fisher House Foundation,
an organization that provides homes
to injured members of the military
and their families while they are recovering.
Sobieski has committed to
donating a minimum of $250,000 to
the Fisher House Foundation over the
duration of the program from proceeds
of bottle sales and private fundraising
events. “This program really resonates
with our customers. They are proud to
be part of a program that supports
the troops. Everybody wants to help
wounded soldiers and their families
when they return from service”
Sutinen remarks.
With their charitable endeavors
well underway, and broad brand
exposure permeating primary
markets, Sobieski can stop
chasing the big leagues and
congratulate themselves on
membership. The importance
of selling a million cases in
one calendar year in the U.S.
is evidence enough to retailers
and trade alike. Brandes
concludes, "We took a page
out of Svedka’s playbook; but
at the end of the day, we got
there faster.” ■