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Barton Vodka
The vodka varieties which are available on the American market are defined by the federal regulations as ‘neutral spirits distilled or treated after distillation by carbon or another material to such a degree so as to avoid any definite character, aroma, taste or color.’ By law the American vodka is neutral in taste and there is an insignificant number of hardly perceivable variances between the individual brands. Vodka which sells in the United States competes by brand image or by price. Barton Brands Company has defined Barton vodka as ‘a high quality, low price product’.
In the Buyer Manual of 1999 issued by the United States Institute for Spirits Analysis, Barton vodka was rated by 82 scores of 100 possible scores and described as: ’Clean, with average consistency, minerally solid … softer in the mouth, with neutral viscosity quality. A solid and unambiguous mixer for cocktails.’
In such Manual the Institute for Spirits Analysis rated ‘the first quality’ Absolut vodka by 80 scores. In the United States its average price per 750 ml bottle is 3 times higher than the average price per bottle of Barton vodka. Barton Brands has been deliberately avoiding higher costs which may proceed from the attempts to acquire a brand image position for Barton vodka. The segment of ‘first quality’ vodkas is too variable and inconstant, while the advertising costs in USA too high. This strategy was successful until now; last year the orders for Barton vodka in USA marked a growth of 3,2% against a total growth of 1,6% for the entire industry of this category.
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