Kazakh super-premium, Snow Queen, has adopted a clear strategy to launch export sales in key international markets. Parent firm, Geom, makes & markets around 60 vodka products that together account for around 200M bottles of vodka/pa in Kazakhstan. Snow Queen was selected as the most appropriate for the global super-premium category. Prior to its launch in the UK, a website was developed & in-house distribution set up. A marketing decision was then taken to focus on high-profile events including promotions in clubs/bars & sponsorship of high profile celebrity bashes supported by blanket PR in glossy magazines. A range of classy POS material has been produced for this type of event, consisting of Swarovski crystal branded T-shirts, ultra-thin light boxes & striking tall globes with a rotating model of the Snow Queen bottle. The same strategy is being applied to its launch in the US.
