OVERVIEW: Although SKYY Vodka had achieved positive volume growth over the past five years (+2.8% CAGR 2009-2013), product appeal and perceptual barriers were limiting a new generation of drinkers, LDA-28, Xennials, from experiencing the brand.

SKYY Vodka has always been a progressive brand. They’ve moved the pop culture needle since inception in 1992: blue bottle, 4x distilled/3x filtered through California limestone for more purity, racy glamorous advertising, and a distinct point of view on cocktail life.

But Xennial vodka drinkers were gravitating towards SVEDKA, New Amsterdam, Smirnoff, Ciroc, and other super-premium vodkas. “West of Expected” was designed to appeal to the modern, independent sensibilities of a new generation of nightlife drinker. The idea was ‘everything can be made better with a little fresh thinking.’

SUPERCHARGER:
Challenging drinking conventions and ideologies with a new twist towards vodka and drinking culture with unmistakable irreverence.