THE WAYS AND INSTRUMENTS FOR IMAGE FORMATION OF VODKA BRAND IN THE HORECA CHAIN
The selection of alcoholic beverages by consumers is closely connected with the success of the manufacturer or distributor to form a certain image of the brand. The taste, the aroma and other characteristics of the brands of different manufacturers often do not have significant differences. It is impossible to evaluate them at the time of purchasing. Preference is given to distinguished drinks. Brand image is an important component of competition. Under restrictions on advertising the establishments of hospitality industry like hotels, restaurants and cafes (HoReCa) become the place where one can not only spread information, but also create certain associations and cause confidence to the brand. The results of the promotion of alcoholic beverage in HoReCa sector will definitely increase sales in this channel and, in addition, subsequently have a direct impact on consumer demand in all retail distribution channels. This article highlights the main benefits of alcoholic beverage promoting in the HoReCa chain. Among these benefits is the peculiar situation of consumption, limited presentation of competing brands in the place of promotion, the ability to segment the audience, the conduction of integrated campaigns and implementation of creative ideas. According to the results of observation and a series of personal interviews, the authors systematized the main ways of image formation of the brand in this channel. Such ways are advertising materials, branding, consumer promotion, employee motivation, events (event marketing). The instruments that are used within each way are described. Their peculiarities and specific features are reflected. The role of the promo-personnel engaged in conducting PR events is considered.