BusinessWire suggests that Grey Goose is doing well despite the recession, repeatedly pointing out that the vodka’s draw seems to be the appearance of attainable luxury. Further, it is the vodka that is asked for most by name. The article says that Grey Goose’s steady high price and year-over-year growth of 2% shows that consumers are willing to take economic hits in other areas rather than drop brand loyalty to Grey Goose.
It’s hard to find customers that loyal, but it’s also hard for me to understand that level of brand loyalty. I’m sure some of it is due to ignorance of other really great vodkas on the shelf, but I think the quote from Michael Girard, owner of Girard Diversified Interests, tells a lot.
GREY GOOSE continues to acquire 95% of my overall bottle service sales as the brand has become synonymous with bottle service. While I continue to see other premium brand vodkas drop, GREY GOOSE continues full steam ahead.
Bottle service isn’t cheap. If you have the cash to be buying bottles at a club for 5 times the price of the bottle at a liquor store, you might as well be drinking the vodka that has the best luxury brand connotations.
I’ve heard it a lot recently, though: Alcohol and tobacco will always sell well, especially in a recession.