Repositioning for the Grasovka brand

Semper idem Underberg AG is consistently continuing its course of brand modernization: Grasovka, the vodka with real bison grass, now presents itself with a revised design, a clear brand strategy and a target group-oriented campaign. The new products have been delivered since the beginning of June - the communicative launch in the digital media and at the POS (point of sale) will take place at the beginning of July.

One year before its 50th anniversary, Grasovka is being repositioned - visually and in terms of content. The aim is to align the brand more closely with the needs of a younger, nature-loving target group in urban areas. The character of Grasovka will be retained: authentic, mild, natural.

Preserving the brand essence - charging the brand story with emotion
“This is a further step in the modernization of our portfolio,” says Vera Donner-Sander, Brand Director of the Underberg Group. "Following the strategic realignment of Underberg and Asbach, we have now rethought Grasovka. It was important to us to retain the brand essence, such as the bison head, but to give the brand story a more contemporary and emotional charge."

In 1974, Semper idem Underberg AG began importing “Zubrowka”, a bison grass flavored vodka from Poland. This grass grows in the clearings of the forests of the Bialowieza National Park, where most of Europe's bison live in the wild. Because “Zubrowka” is the generic term for this naturally refined vodka, Emil Underberg created the “Grasovka” brand in 1976.

Desire for adventure and real experiences
“In addition to naturalness and balanced taste, the brand stands for high quality,” says Yannick Mourot, International Senior Brand Manager at Semper idem Underberg AG. "What's more, when we looked at the brand, we realized that Grasovka has a great desire for adventure and real experiences. We will emphasize these values more strongly in our communication."

The target group (25-40 years old) is younger than recently and is more likely to be found in urban areas, but is very close to nature.

Authentic content and augmented reality
The digital campaign will focus on a mix of authentic content and augmented reality. Real experiences and people are combined with virtual bottle and RTD shots, which are integrated into the real camera image of a smartphone or tablet and thus tell the story of Grasovka's metamorphosis in a creative way. This creates a variety of impulses for the community, which can creatively take them up in their networks. There will also be collaborations with creators and tasting contacts at the POS, in trendy restaurants and at events and parties.

New umbrella brand strategy & product line
As part of the repositioning, Grasovka is introducing a structured umbrella brand strategy with three clearly differentiated products:

Grasovka Original: “Bisongras Vodka”
Flavoured vodka with a mild and balanced taste
Alcohol content: 38%
Sales units: 0.5 l / 0.7 l / 1.0 l
RRP: EUR 9.99 / EUR 13.99 / EUR 19.99

Grasovka Pure: “Clear Vodka”
Clear vodka that is ideal for mixing
Alcohol content: 38%
Sales units: 0.5 l / 0.7 l / 1.0 l
RRP: 9.99 euros / 13.99 euros / 19.99 euros

Grasovka Apple: “Alcoholic Mixed Drink”
Grasovka Original with 50 percent apple juice and sparkling soda - fruity and tangy instead of just sweet
Alcohol content: 10 percent
Sales units: 0.33 l
RRP: 2.99 euros