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Listen to or watch the original content Frédéric Beigbeder and Guillaume Rappeneau, together with Charles Beigbeder, are the founders of the vodka brand Le Philtre,…
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Frédéric Beigbeder and Guillaume Rappeneau, together with Charles Beigbeder, are the founders of the vodka brand Le Philtre, which offers consumers excellent-quality vodka with a commitment to the environment.
The vodka market is estimated at one billion euros, yet accounts for only a fraction of the spirits market. According to Guillaume, vodka today is not associated with pleasure or hedonism, but rather with cheap alcohol, excessive drinking and nightclubs. This is why Le Philtre now states its desire to promote vodka as a high-quality and responsible product.
According to Frédéric, the opportunity in this market lies in changing consumer habits, educating consumers through new recipes, promoting new cocktails and an environmentally responsible product with no additives, no added sugars and no pesticides. Initiatives such as allowing customers to refill an empty bottle in-store also enable the brand to affirm its commitment to taking action for the environment.
According to Frédéric and Guillaume, consumers of these types of vodka mostly come from higher socioeconomic groups (CSP+), with a slightly larger proportion of men. Discerning vodka enthusiasts are the main target, followed to a lesser extent by consumers of other types of spirits.
Le Philtre is distributed largely through shops, luxury food stores and wine and spirits merchants, since hotels, restaurants, cafés, bars and nightclubs were all closed during the COVID crisis. Distillerie de la Maison Villevert guarantees the quality of the product and the originality of its values of pleasure combined with responsibility and environmental commitment.
However, Le Philtre faces more than 4,000 different vodka brands worldwide, as well as major players that are already extremely well established in the market and have far greater resources. It is thanks in particular to its fresh messaging, the COVID crisis period and Frédéric Beigbeder’s media profile that Le Philtre has managed to stand out from its competitors and establish itself in the market as one of the 8 best vodkas in the world according to GQ.