Can a vodka bottle design attract both trendy young clubgoers and older consumers having a casual drink at home? Svedka Vodka has taken on this challenge through their recent bottle redesign for imported Swedish vodka.

The major design changes include a glass “collar” resting underneath the cap and a tapered body, with the brand name “Svedka ” standing out against a more vibrant colored background.

Packaging has always played a key role in developing brand image, and the vodka industry is no exception. According to Adam Rosen, the brand manager of Wyborowa Vodka, the Vodka industry is much more image conscious than other liquors. For vodka drinkers, ingredients and taste are not the only factors influencing their buying decision- the vodka they choose should make a statement to others. As such, the bottle design should display sophistication and class.

Svedka’s new bottle reflects their “cheap chic” positioning, allowing consumers to purchase a premium vodka at a competitive price. This should appeal to hip clubgoers, but what about older customers accustomed to having a casual drink at home? The older audience will appreciate a classic bottle design that looks nice in their alcohol cabinet. As Svedka hasn’t redesigned their bottle for over 10 years, the repeat customers likely have a strong connection to the old brand image.

Will Svedka’s new design stand out from the competition and capture both of its intended markets? From initial observation it would appear the new bottle will attract young vodka drinkers, but it remains to be seen whether longtime Svedka customers will accept the new look.