Journal of Business & Economic Policy

Marketing Strategic Alternatives and Recommendations in the Distilled Spirits Industry-Sky Vodka
Etienne Musonera, PhD; Anand Pore, PhD

Abstract
SKYY Vodka began in 1992 as a tiny start-up in San Francisco and based on the vision of entrepreneur Maurice Kanbar and his dream to make exceptionally smooth vodka, SKYY is now the leading domestic premium vodka in the United States. SKYY Vodka was originally sold by SKYY Spirits LLC, which was later acquired by Campari Group – later renamed Campari America. Currently, it is now the U.S. marketing arm of Campari, and markets other Campari products in addition to the vodka line.Over the last few years, SKYY Vodka has invested a series of entertainment-based marketing campaigns designed to craft a “glamorous and sexy” brand image. In this paper, we performed a complete case analysis and addressed Sky Vodka’s problems found in the situation analysis from its inception to now. We also used Michael Porter’s Five Forces to conduct industry analysis and we provided strategic alternatives marketing strategies and recommendations.

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