Crystal Head Vodka and Kah Tequila: Skeleton Marketing

We are told growing up that we should bit judge a book by its cover. We cannot be superficial. But we are! With both people and liquor.

In 2008, actor Dan Aykroyd introduced Crystal Head Vodka, showcasing the importance of bottle design. The vodka itself, which is distilled four times and filtered three times through Herkimer diamond, carries a super-premium price tag.

Consumers are willing to pay big bucks (retailing for $50) for the Crystal Head because of the awesome design: the taste of the vodka is unimportant (Crystal Head is Canadian vodka, a country with very little spirit prestige).

The latest addition to the skull bottle design is Kah Tequila, featuring hand painted skeletons. These heads are hitting the market around The Day Of The Dead, a popular Mexican holiday that has consumers buying gifts for their deceased friends and relatives. Skull décor is commonly associated with The Day of the Dead.

Kah is available in blaco, reposado, anejo, and extra anejo, retailing from $50 to $200 dollars. Each varietal has a different bottle design encouraging consumers to buy the whole collection. Because each bottle is hand painted, every individual bottle of the same varietal has different nuances (adding a feel of customization). Surprisingly, the reposado is 110 proof (55% abv): tequila is traditionally 80 proof (40% abv).

The product will be marketed differently in the USA than in Mexico. In America, skeletons are a fashion symbol: in clothing brands such as Affliction. Skeletons are a popular market trend, and Kah is wise to seize on this market opportunity.

The tequila itself: I am skeptical of its quality. Although a review from TasteTequila.Com was very positive (and informational if you want more details).

Ciroc Peach Review And Recipes

Ain’t that a peach? In 2009, Ciroc shook the vodka world with its first two flavors: Red Berry and Coconut. Retailers were skeptical. Traditional vodka flavors, such as citron and orange, were more logical choices. This is the route Grey Goose, Belvedere, and Kettle One took.

Our skepticism was obliterated. Ciroc revolutionized the vodka industry. Customers were bored of mixing sprite with citron or mixing orange juice with mandarin. Ciroc combined the endorsement power of Diddy with awesomely tasting vodka. Red Berry and Coconut are great products. Ciroc allowed customers to be creative and come up with new recipes (such as Coconut and papaya juice).

Rather than competing for shares of commonly flavored vodka, Ciroc created their own market. The success has been wild. Stocking the products has been difficult: customers purchased more half gallons and liters than fifth and pints.

Most impressive is the longevity of Red Berry’s and Coconut’s explosion—two years later it is the hottest item, especially on holidays. During the holidays, consumers want to impress their family and friends.

The third Ciroc flavor is now on shelves. Ciroc Peach continues the trend of atypical vodka flavors, opening the door for creative concoctions. Initial sales are impressive.

Ciroc Peach has an incredible nose: the aroma of a fresh peach orchard. On the palate, the vodka has a slight viscosity and a subtle sweet peach taste. The finish is smooth—the hints of peach linger provoking a pleasant experience.  

For the less intense and more social drinkers, the recipes are coming in via word-of-mouth. Customers have recommended mixing Ciroc Peach with Calyspo Southern Peach Lemonade, Ciroc Peach with Dole Pineapple Juice, Ciroc Peach with Arizona Mucho Mango Tea, or Ciroc Peach with Everfresh Papaya. Allowing consumers to be innovative and create original recipes increases customer involvement with the Ciroc Brand.

On Twitter, Diddy has been aggressively marketing Ciroc Peach. On Saturday night, Diddy tweeted “You can mix peach wit sprite, or oj or pineapple juice. Or my fav is Tropicana peach orchard mix!”

We want your opinion on Ciroc Peach: what are your views and recipes?