Vodka is an extremely popular
drink in the United Kingdom and the sale of the drink has had a tremendous effect on the economy and the governmental revenue of the UK. This discussion assesses the attractiveness of the UK
market as a potential export destination for a Polish
manufacturer of premium
Vodka. It begins by describing the spirits market in the UK and then discusses the demographics of those that consume Vodka. The writer then recommends segmentation, targeting and positioning strategies for the Polish manufacturer to implement as the firm moves into the UK market.