Serial entrepreneurs Geoff Ross and Justine Troy are renowned for building iconic Kiwi brands that make a big global impact. The couple has gone from distilling 42 Below vodka in their Wellington garage to growing an empire of world-class brands including Moa craft beer as well as Trilogy and Ecoya with business partners Grant Baker and Steve Sinclair. The brand gurus have been a recurring feature on the Deloitte Fast 50 index, proving that it's not just the product but the people behind it who fuel success. Lake Hawea is Carbon Positive plus, meaning that it goes beyond achieving net zero carbon emissions and creates an environmental benefit by removing additional carbon dioxide from the atmosphere.

If u drink this neat after something bitter, say, beer or whisky, the perfume sweetness will surprisingly reveal itself than that of other wheat based vodkas.An innovative orientation for the intuitive sensing of what the market needs involves an entrepreneur who can come up with a new idea first and then think about how and where he will sell the product (Stokes, 2000). This opportunity-focused posture was adopted by 42Below and allowed strategies to emerge over time (Rahoi-Gilchrest, 2007). Instead of selling vodka, they sold stories and experiences that are unique from branding to production; a positioning that gave them an exceptional competitive advantage (Morrish HYPERLINK “#idb19″et al.HYPERLINK “#idb19”, 2010). The Chairman of the Board of Bacardi Limited since 2005 is Facundo L. Bacardi who is also the great-great grandson of Company founder Don Facundo Bacardí Massó and a fifth generation family member. Mr Ross holds a 26 per cent stake in the company, but said his investment was not something he had focused on since serious production of the vodka began in 2002.

Manuka Honey 42 Below Vodka is made with New Zealand manuka honey. It has a smooth and mellow flavor with notes of caramel.

Competitor Analysis

Yes, thanks to its unparalleled smoothness and balanced taste, 42 Below Vodka is one of the select vodkas that can be thoroughly enjoyed neat. Chilling it slightly helps to enhance its unique characteristics. What Is the Alcohol Content in 42 Below Vodka? Mr Ross said the growth of his personal wealth had been as fantastic for him as it had been for other shareholders. Based on the SWOT analysis (please refer to diagram) of other well-known vodka brands in NZ plus 42Below, we are able to create a perceptual/positioning map (please refer to diagram) that indicates the market positions of assorted vodka competitors and how competitive Feijoa can be. Moreover, this analysis will give me leeway to suitably adapt the brand and its marketing campaign.

Analyzing the environmental aspects is advantageous for comprehending how the present trends and developments could influence the promotional plan of our product. It is very important to keep up with the trends in the market to gain a competitive edge over our rival companies. Some of the current trends in the external environment and how these could affect out marketing plan are listed below. Justine Troy and Geoff Ross say they put carbon, biodiversity, water, staff, animal welfare, ecological restoration and protection at the forefront of everything they do. Below is a premium vodka known for its exceptional smoothness and unique origin. Distilled in New Zealand, this vodka captures the purity of its environment, reflecting its quality in the spirit's clarity and refined taste. How Did 42 Below Vodka Get Its Name? One of the biggest macro trends worldwide is that consumers want to connect with their food and fibre," says Geoff. Below Feijoa Vodka is entering into a completely new market segment under flavored vodkas where the targeted consumers already have preferences when it comes to buying vodka. Thus, it is necessary to carry out a SWOT analysis of both 42 Below Feijoa and the competition so that the company can obtain a lucid view of this new environment. An industry analysis will help Feijoa to create the precise brand awareness for its own vodka and to understand the nature of its competing products.The subsequent discussion and charts discuss the results of this analysis for Cruiser, Absolut and Grey Goose. We don’t want to be appealing to minors – we don’t want minors to drink. We don’t want drink driving – that’s a big problem in New Zealand. We don’t want excessive binge drinking. And we don’t want people to think that if they drink the brand, they’ll immediately be sexually successful.” (The Director, 2008) Finally, the vodka is filtered through charcoal and blended with water to reduce the alcohol content. In the company's first year or so, there were many cynics who said New Zealand could not make vodka.