1) Create a new drink using vodka!
Make it SWEET and appealing to your Target Market.
2) Give it a NAME which appeals to your Target Market.
In all the promos about the new drink....make sure you mention..."Tastes best made with "X" Vodka!"
Maaannnyyy eons ago, when I was living in Aspen...I happened to meet a rep of the Ron Rico Rum company who asked ME a similar question;
"HOW can we get more sales of our rum in the Aspen market?"
I told him the same thing as above. He then asked ME whether "I" could come up with...
1) A NEW drink and 2) A Name
I told him not only could I do that AND...I could come up with a complete marketing campaign...BUT he would have to pay me $5,000 initially and...another $10,000 IF it was a hit....and another $25,000 if he wanted to buy my marketing campaign.
So....he gets permission to pay me $5,000 and signs my agreement and forks over the 5 G's.
Within a week I come up with...
"THE LADY BUG"
A rum drink made with rum, cherry and almond flavoring.
AND....I had one of the good looking BLOND ski-bunnies I knew pose on a black leather couch in a black leotard and yellow cape with black spots (resembling a lady bug)
The photo was STUPENDOUS!
We started making and promoting the drink at 2 bars in Aspen...along with banners and posters (with RonRico logos) in the club so people started asking to try the drink.
VOILA!!!! It was a HIT!
Anyway...for some reason one of the BIG "Marketing Execs" from Puerto Rico flew in and put the kabash on the program....for who knows, what reason.
So that was that BUT...when I witnessed how popular that drink had become in a few short days...I KNEW that was the way to sell booze!