Finlandia has a new, refreshed tone of voice – tell us more about the brand’s positioning.
The launch of our latest creative campaign – “It’s Soooooo Fine” – marks a real milestone moment for the Finlandia brand, as we invite our current and future consumers into a world filled with warmth, colour, and character, with pleasure at the heart of the story.
The campaign tagline has been developed to have a dual-meaning, celebrating how Finlandia can facilitate easy-going moments of pleasure and the unique character of the drink – the only vodka that’s easy on the tongue and made silky-smooth by Finland’s ‘Midnight Sun’.
Whilst we remain proud of our Finnish heritage and consistently high quality, we believe the shift towards this more playful and vibrant voice for the brand will help us resonate better and forge a stronger, more emotional connection with today’s consumer, especially the next generation of legal drinking age adults who look for mindful, values-driven experiences.
We see that the unique and exceptional taste of Finlandia Vodka can be part of these desired experiences, as the perfect drink for a range of different occasions, including casual get-togethers with friends in a bar or that perfect serve at home.
In a world where young generations are embracing moderation and low and no alcohol brands, what kind of growth opportunities are out there in the premium spirits market? Can you share any consumer insights?
It’s a fascinating time to be at the helm of an alcohol brand as we are seeing a real shift in how our consumers, particularly the younger generation, approach alcohol. They’re embracing moderation, prioritising quality over quantity, and seeking out brands that align with their values. We see this as a real opportunity for Finlandia. The “drink less but better” trend is driving growth in the premium spirits segment, and with Finlandia, we are perfectly positioned to meet this growing demand. After all, Finlandia Vodka has been all about quality since 1970 – rooted in tradition, known for its purity.
Unlike other well-known vodkas, we are fortunate to be able to draw on two key elements of Finland’s abundant nature. Suomi (Finnish barley) ripened by the summer sun that does not set for 72 days and pure glacial Finnish water. It is this combination that results in Finlandia’s unique silky-smooth taste. These intrinsic qualities of Finlandia vodka make it an ideal straight drinking option, a vodka that is dry, light and easy on the tongue. It is also the perfect base for cocktails, and we continue to maximise growth opportunities in the mixology space for example, where we are likely to find our younger consumer.
In an era where spirits have become almost over-premiumised and affordability front of mind for consumers, we are confident that the quality of our liquid and our ‘standard plus’ proposition gives us a competitive edge, in what is a crowded market. Finlandia is the ideal choice for those who want to enjoy a premium drinking experience, without compromise.
Where is Finlandia distributed and in which markets do you see the biggest opportunities?
Finlandia is a leading global vodka brand, sitting proudly in the top 10 Standard+ vodkas worldwide. We have a strong presence in Central and Eastern Europe, as well as a solid foothold in other global markets including the UK, Germany, the US as well as Global Travel Retail.
Coca-Cola HBC’s investment has enabled us to expand Finlandia into 19 new markets, where we did not have distribution rights prior to acquisition, and we are planning further expansion. The ownership is also opening up opportunities to leverage Coca-Cola HBC’s strong NARTD (non-alcoholic ready-to-drink) portfolio and mixability opportunities, allowing us to tap into a broader range of socialising moments.
We see that the biggest opportunities lie in markets where consumers are seeking authentic, high-quality spirits that provide value for money. Our expanded distribution and innovative marketing activations will ensure Finlandia is well-placed to capture this demand and further grow our market share.
What is up next for the brand?
This is just the beginning of an exciting new chapter for Finlandia Vodka.
After launching in 24 markets initially, the “It’s Soooooo Fine” campaign will roll out across more markets, supported by a comprehensive 360-degree marketing approach including TV, digital, social media, and on/off trade activations. We are also investing in new tools and resources for our partners, from themed menus and bartender programmes to impactful in-store promotions.
We will continue to connect on a deeper level with the next generation of legal drinking age adults, by delivering thoughtful, purpose-driven, and premium drinking experiences, inspiring our customers to carve out moments of pleasure – on their own terms of course.
Ultimately, we will remain focused on delivering exceptional quality and value, solidifying Finlandia’s position as the best standard-plus vodka option. With these exciting plans in place, we think the future is looking soooooo fine for the Finlandia brand.
