CASE STUDY

The Battle Between National Brands and Private Labels: A Case Study on Vodka Brands

Snapshot

SOLUTION AREA

Marketing

SOLUTION

Complete Food & Beverage

INDUSTRIES

Alcoholic Beverages

CLIENT

Manufacturer and Retailer

The Challenge

In the competitive world of spirits, consumer preferences can vary widely. Brand choice plays a significant role in determining the vodka used for a martini, cocktail, or straight from the bottle.

What is the market dynamic between premium national vodka brands and private labels across different regions of the UK?

The Insights

As illustrated in the map, yellow (areas to be defended) dominates the central and southern regions, indicating a strong presence of private labels. But along the coastline, there are opportunities for national brands to expand their sales.

In Scotland, the preference for whiskey remains strong, particularly in less central areas, where magenta shapes (areas to be excluded) dominate the map.

Conversely, cities like Glasgow and Edinburgh, with urban lifestyles and tourist populations, show a higher consumption of vodka, making the most of the spirit.

The Results

This second map highlights the potential for retailers to expand their private label sales.

The yellow areas represent regions where private labels are already strong, while the purple patches indicate areas where national brands still dominate.

Retailers can use these insights to drive sales in these competitive zones.

This is an example of the daily battles across retail stores. National brands must compete while they face the growing challenge posed by private labels, which have become significant players in certain categories.