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Assignment Questions1. What gave Cuvelier the idea that there was a market for $10.00 vodka?When Guillaume Cuvelier sat in a downtown Manhattan restaurant sipping vodka straight up. Asfounder and managing director of Spirits Marque One, a liquor importer, Cuvelier wondered ifpatrons of such an upscale bar would soon be ordering his new vodka by its name: SVEDKA. Itwas mid-1998, and the product was set to launch in just a few months. Scanning the bar for thecompetitions vodka bottles, Cuvelier ran through the marketing campaign in his head.1The U.S. government defined vodka as a neutral spirit without distinctive character, aroma,taste, or color. As one food and beverage writer explained, Good vodka is considered to be onewithout the harsh, rubbing-alcohol fumes of ethanol.2 The now-popular liquor originated in thefourteenth century in either Russia or Poland (depending on which history you believe) as a spiritdistilled from rye or wheat. In the early 1800s, the introduction of filtration and dilutiontechniques allowed vodka to evolve into something more refined but no less potent2. Are there brands you can point to that have used strategies similar to t ...


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