Empirical Study on Vodka Price in a Supermarket

In this part, we will talk about the competitors on the vodka market in France and also about other competitive dry alcohols.

1.       Main Direct Competitors of Smirnoff:

Here are the main challengers in France
                                            a. Common Vodka:

Eristoff  
Minkova
Orloff
Poliakov 
Sobieski                                

Wiborowa

b. Premium Vodka:

  Absolut Vodka

  Russian Standart
  Smirnoff

  Stolichnaya
  Zubrowka

           




                                        c. Super & Ultra Premium:

Belvedere Cîroc Dragon Bleu Grey Goose Ketel One Nuage Premium

              

To be concrete in term of product, I did an empirical price study at Géant Casino for the 0.70L bottle for basic and premium vodka:

Brand	Retailer brand	Minkova	Poliakov	Sobieski	Eristoff	Orloff	Wyborowa	Smirnoff	Russian Standart	Zubrowka	Absolut
Price	6,5€	10€	10,23€	10,47€	11,13€	12,20€	12,80€	13,63€	14,72€	15,99€	16,71€

Average market price: 12,22€

2.       Indirect competitors (whiskeys, gins, tequilas, rhums…):

For a maximum 14€ budget, what other dry alcohols can I have (alternative to vodka)?

Whiskey	William Peels	James Dowell	Label 5	Grant’s	Long John	Old Virginia	Ballantines	J&B
Price	10,66€	10,92€	10,99€	10,99€	11,37€	13,99€	13,99€	14,28€

Rum	Old Nick	Negrita	Charette	Dillon	Saint James	Bacardi
Price	8,73€	9€	9,24€	11,99€	12,55€	15,69€

Tequila	Merida	San Jose
Price	11,99€	14,23€

Others	Gibson Gin	Get 27	Gordon London Dry Gin	Basic Cognac
Price	9,99€	12,50€	12,85€	At least 14,5€

So, Smirnoff is over the average price and is considered as top range vodka like Absolut Vodka or Zubrowka. But for a premium vodka, it is affordable, more than 2€ under Zubrowka, a very famous polish vodka well known for its good taste and characteristic colour. They are quietly installed in the middle of the price range. And it is the same thing if we compare with some other dry alcohol drinks like Whiskey, Tequila, and Rum. If you want a good rum like Saint-James or Bacardi, Smirnoff is in this price interval, between 13€ and 16€. And Smirnoff vodka is also at a competitive price compared with common whiskeys (Old Virginia, Ballantines, J&B, between 11 and 14.5€ or Clan Campbell and Four Roses which are at 16-17€). We can think Smirnoff pricing is well adapted face to its main competitors on the French vodka market and globally, on the dry alcohol market.

Reference:

Personal empirical study in the Angoulême Géant Casino Supermarket