Red Vodka Club

APR 2003 – FEB 2006
Owner / Director

The twenty-five year lease was bought with the view to redevelop. Situated in the heart of Edinburgh’s old town we initially continued to trade as the existing business, a 1970’s themed nightclub called Abbar. Red Vodka Club was conceived from the results of a prolonged market research campaign and when market conditions allowed we began to redevelop the entire site again employing the services of Morgan McDonnell Architects who designed The Human Be-In.
 
The business model was based on the UK’s leading spirit, Vodka. We developed the model by creating a range of over 60 infused, flavoured and frozen Vodkas aimed predominately at the 18 – 25 year old market.

An innovative and varied marketing mix was again instrumental in producing a positive P&L. A project of note, (see related article ‘Competitors Out To Rock DJ Yogi’), was the construction of an annual DJ’ing competition, pitched to Smirnoff Vodka, Diageo, who then came on board as sponsors. The benefits to ‘Red’ where 3 fold: raised awareness, kudos for Red Vodka Club and a very healthy turnover for the duration of the event. The long lasting benefits of this project were a major factor in helping to promote the business to a new and longer lasting customer base.