Stateways

A completely new brand, Eristoff is available as an 80-proof clear vodka, and in Red and Black flavored versions, at 40 proof each. al ones like Gala Apple. Rising Swedish star Svedka, owned by Constellation Brands, has five flavors in its portfolio, including Clementine. In 2010, Ketel One debuted the naturally flavored Oranje. A few years ago, Skyy Vodka totally revamped its flavor line, switching to an infusion process to impart natural essences; the company recently debuted two new infusions, trendy Blood Orange and Dragon Fruit, reputed to be the latest superfruit, tasting of juicy red berries; SRP for both is $18.49 for 750ml. Late last year, Sobieski unveiled three new flavors: Orange, Karamel and Raspberry; with an SRP of $10.99 per 750ml, the new flavors join Sobieski’s Cytron and Vanilia. “Just when you think that they can’t possibly come up with another vodka flavor, that everything has been done by this point, Pinnacle comes out with Whipped Cream Vodka,” exclaims retailer Smith at Sarasota Liquor Locker. because vodka’s targeted demographic is firmly linked in and receptive to online promotions. Belvedere is supporting its recent debuts Intense Unfiltered and Bloody Mary with consumer advertising and social media channels, according to president Gibb. At the retail level, Belvedere will be running various pro- motions and in-store displays. The company also launched a partnership with (Red), a charitable organi- zation founded by Bono of U2 with the aim of eliminat- ing the scourge of AIDS in Africa. To support those efforts, Belvedere will release a Red Special Edition with 50 percent of the proceeds from those bottle sales donat- ed to the cause. Additionally, rap star Usher will be the face of this project. Imperial Brands has slated some new executions for McCormick Distilling’s newest release is its 360 Double Chocolate Vodka. Indeed, White Rock Distilleries Pinnacle brand has created quite a stir with its off-beat Whipped Vodkas. It’s proven so popular, Pinnacle extended the idea to Cherry Whipped, Chocolate Whipped and Orange Whipped. In the same realm, Pinnacle offers Cotton Candy flavored vodka. In a similar mode, Proximo Spirits’ Three Olives has also garnered a reputation for off- beat flavors like, Bubble, Root Beer and Rangtang. Lately, Three Olives made a splash with Dude, a greenish-colored vodka with a taste reminiscent of a popular lemon- lime soft drink. Marketing Matters O f course, all these new products and fla- vors need to be supported by advertising, marketing and publicity campaigns and in-store POS materials to thrive or just sur- vive. Most of this marketing offers a big slice of social media—Facebook, twitter, et al.— Using a maceration process, Belvedere has created its newest expression, Belvedere Bloody Mary. StateWays s www.stateways.com s May/June 2011 its Truth in Vodka campaign to support Sobieski. Additionally, a new pr campaign will launch with actor Bruce Willis as the spokesman; the focus will be on an as-yet-undisclosed charitable cause. Skyy Spirits’ global marketing pro- gram launched with a U.S. print cam- paign and increased advertising spending to promote its core brand. The campaign features striking images by photographer Raymond Meier that give the brand’s iconic cobalt blue bottle a pop art stance. Much of Finlandia’s messaging will focus on the new bottle package, according to senior brand manager Nelson. Another push will be to communicate to U.S. consumers Finlandia’s 40-year history and how strong the brand is globally; at 3 million cases, the 5th best-sell- ing premium vodka in the world, says Nelson. On the retail side, that means informative bottle neckers, case cards, banners and coupons. Finlandia is also consider- ing truck-wrap advertising. Additionally, the brand is revamping the look and feel of its various digital media channels. Pernod Ricard is investing heavily in a new “Drinks” campaign, communicating that Absolut perfects cock- tails. “We have reached threshold level media spending and are sharply focusing our investments against all key audiences (consumers plus the on- and off-premise trade) to activate the ‘Cocktails Perfected’ message,” according to a company spokesperson. New in-store merchandising materials will support the launch of Effen Cucumber, including shelf talkers and recipe cards, says Washington. And con- sumers can expect to see a continuation of Effen’s “Provocatively Premium” cam- paign as well as the 51

• Cover
• Table of Contents
• Editors Note
• Dateline
• Explanation of Benefits
• NABCA Roundtable
• Champagne
• Vodka
• Tequila
• Products