Apple's success has been driven by its popular ecosystem of iPhones and App Store, generous carrier subsidies, and extensive marketing around the new iPhone 5 model.

ENGADGET: Strategy Analytics: Apple tops US phone market for Q4 2012, but Samsung takes the year

For one brand in the ultra-competitive vodka category, the answer seems to have emerged during a marketing creative session in which the participants apparently helped themselves to a more-than-generous sampling of the product.

FORBES: Wodka Woes