Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: http://read.dmtmag.com/i/30945
A completely new brand, Eristoff is available as an 80-proof clear vodka, and in Red and Black flavored versions, at 40 proof each. The Flavor Game irtually every major vodka brand is play- ing the flavor game to some extent. Stolichnaya’s newest flavor is Wild Cherri; the brand’s 10 flavors include unusu- 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. V “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. 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. Using a maceration process, Belvedere has created its newest expression, Belvedere Bloody Mary. Marketing Matters f course, all these new products and flavors need to be supported by advertising, marketing and public- ity campaigns and in-store POS materials to thrive or just survive. Most of this marketing offers a big slice of social media—Facebook, twitter, et al.—because vodka’s targeted demographic is firmly linked in and receptive to online promotions. O McCormick Distilling’s newest release is its 360 Double Chocolate Vodka. Belvedere is supporting its recent debuts Intense Unfiltered and Bloody Mary with consumer advertis- ing and social media channels, according to president Gibb. At the retail level, Belvedere will be running var- ious promotions and in-store displays. The company also launched a partnership with (Red), a charitable organization founded by Bono of U2 with the aim of eliminating the scourge of AIDS in Africa. To support those efforts, Belvedere will release a Red Special Edition with 50% of the proceeds from those bottle sales donated to the cause. Additionally, rap star Usher will be the face of this project. Imperial Brands has slated some new executions for its Truth in Vodka cam- paign 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 program launched with a U.S. print campaign and increased advertising spending to promote its core brand. The campaign fea- tures 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- selling premium vodka in the world, says Nelson. On the retail side, that means informative bottle neckers, case cards, banners and coupons. Finlandia is also con- sidering 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 cocktails. “We have reached threshold level media spending and are sharply focusing our invest- ments against all key audiences (con- sumers plus the on- 28 • Beverage Dynamics • www.beveragedynamics.com • May/June 2011