Absolut Vodka has released a new flavor (mango with black pepper) to benefit the New Orleans area. All profits (estimated to be around $2 million) will go to five charities along the Gulf coast. The Absolut New Orleans bottle has a red-and-silver harmonica on it.
Implications - Absolut has increasingly embraced regional markets with specially branded vodka bottles; this design for New Orleans helped benefit survivors of Hurricane Katrina. Its flavor, which blends two signature profiles of New Orleans' regional cuisine, appeals to tourists and locals alike, while its charitable appeal helps win consumer favor in the crowded flavored-vodka market. Companies can mimic this strategy by creating "local" alcohol that reflects the vibe of a particular area.
Why This Trend Is Growing
- Regional Flavor Branding
- Companies can benefit from creating specially branded products to appeal to local markets.
- Charitable Branding
- Charitable appeal can help companies win consumer favor in crowded markets.
- Dual-profile Flavoring
- Blending two signature profiles of a regional cuisine can appeal to both tourists and locals.
Industries Being Reshaped
- Alcohol
- Companies can create 'local' alcohol that reflects the vibe of a particular area.
- Non-profit/charity
- Partnering with charities can be beneficial for companies seeking to appeal to socially conscious consumers.
- Tourism/hospitality
- Dual-profile regional flavoring can be valuable for businesses seeking to appeal to both tourists and locals.
