VAT 69 SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2564

SWOT Analysis of VAT 69 with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

VAT 69

Parent Company





Foods and Beverages

Tagline/ Slogan

Heritage of the blood of the heroes


Blended scotch whisky



Young individuals seeking a drink to celebrate

Target Group

Upper middle class and upper class individuals


Celebrating success to others, drink of rich people, premium whisky for rare and remarkable occasions

SWOT Analysis


1. The different malts are blended with each other at the optimal ripening stage to ensure the best blend
2. Huge brand recall and awareness due to frequent usage in popular culture like films, televisions etc.
3. Bottle recognition and unique blended taste

4. Extremely popular globally

5. The product is available easily owing to the parent company's distribution


1.Cases of fake products sold under its name is a concern
2. Not many innovations in recent years is a concern


1. Has won many awards at international events over the years this has significantly improved the brand image
2. The global distribution network & the rich experience of operating since years should help the brand to expand in more countries
3. Demand for premium scotch products for special occasions is increased over the years


1. Locally available scotch at a low price in particular markets
2. Diluted brand image has severely harmed the brand sales and the consumption
3. Competitors like johnnie walker, Black Dog has a more value and image attached to them than that of Vat 69 due to low brand identity



1.Chivas Regal
2. Teachers
3. Black Dog

The table above concludes the VAT 69 SWOT analysis along with its marketing and brand parameters.


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