Amundsen is a premium quality vodka made from the finest six-times-distilled grain spirit.
The brand sells over three million litres per annum* and is enjoyed by over one million regular drinkers in its top three markets, Poland, the Czech Republic and Slovakia.2 Over the last year it has grown volume and value faster than the total vodka category in all of its top three markets3.
Amundsen is the second most widely distributed brand in Stock’s portfolio (the first being Stock 84) available in all six markets where Stock has wholly owned distribution plus a number of other markets globally through Stock International’s local distribution partners.
To enhance the pure flavour profile of Amundsen, purified water is filtered several times though natural carbon filters thus eliminating any undesired mineral substances and softening the liquid to the ideal level. This complex process results in a crystal clear purity and a smooth, slightly sweet flavour.
The brand was launched initially in the Czech Republic and Slovakia where it was supported continuously by heavy weight advertising investment, including the famous “Etter destillere!” (“Distilled repeatedly!”) campaign which captured the imagination of Czech and Slovak drinkers and helped the brand to achieve leadership of the premium vodka segment in both markets3.
The brand was extended into a range of vodka-based flavoured liqueurs and more recently, it has also become available in a choice of full-strength flavoured vodkas.
In 2016 it was launched in Poland in a new premium variant – Amundsen Expedition. Fittingly for a brand inspired by the unspoilt nature and purity of the South Pole, the distillate is chill filtered at below zero degrees for extra smoothness and packaged in an eye catching, premium blue glass bottle reminiscent of a block of hewn ice.
Amundsen Expedition uses a unique mixture of the best grains to create a luxurious vodka with a pure, balanced taste. Its recipe contains a mixture of the highest-quality cereal grains harvested in Europe. Barley caters for the perfect combination of subtleness and sweetness, whilst rye adds elegance to the taste, ensuring that our vodka is of unique character.
The Amundsen brand celebrates the spirit of exploration, be it in challenging environments where we test ourselves to the limit against the elements or in our everyday lives where we seek new and inspiring experiences. The brand is able to appeal to different consumer segments through its range of variants. Amundsen clear’s 6th Sense campaign is popular with young adult early adopters in high energy occasions with a “seeker” mentality. The Amundsen Fusion flavoured vodka based liqueurs range targets those looking for a longer, lighter, lower alcohol option ideally suited to mixology. Amundsen Expedition invites consumers to “Go Beyond” and appeals to older, more discerning vodka drinkers, who identify with the brands spirit of exploration and owe their own success to their adventurous personality.
The brand can be enjoyed straight over ice and in vodka based cocktails. Popular serving suggestions include Amundsen & Cranberry juice (Amundsen vodka, cranberry juice, ice, dried cranberries) and Amundsen & Soda – (Amundsen vodka, soda, lime, ice).
1. IWSR to end December 2019
2. Kantar/TNS Brand Health Tracker Poland, Wave 43 2020, Kantar/TNS Czech Brand Health Tracker October 2020
3. Nielsen, Poland, total off-trade, total vodka, MAT September 2020, Nielsen Czech Republic, total off-trade, total vodka, MAT September 2020 and Nielsen Slovakia, total off-trade, total vodka, MAT October 2020