In a recent poll, we asked if the launch of Anheuser Busch’s Purus Vodka would be the brewer’s big break into the spirits market. The majority of respondents – approximately 40 percent – basically said that time will tell, but the brand will likely attract a smaller, niche market of loyal followers, at least in the short term. This makes sense, as vodka drinkers tend to find a brand they enjoy and stick to it. However, roughly 27 percent felt the brand will be more widely successful, but only if the brewer backs Purus with sales and marketing muscle and/or gets a high profile personality to endorse it.
But roughly 20 percent of those who responded were more skeptical about the product launch. This segment agreed that the high-end vodka market is already saturated and Purus will likely remain in the background. The final group of respondents, however, heartily endorsed Purus Vodka as a product that would likely enjoy substantial success. They concurred that Purus Vodka is in tune with consumer trends of increased consumption in the super-premium spirits category as well as the popularity of eco-friendly packaging.