Pernod looks to local with new vodka

Pernod Ricard USA has partnered with country music artist Blake Shelton to roll out new “local pride” brand, Smithworks Vodka, in select US markets.

Smithworks is deemed “The Spirit of the Heartland” and is made from Kansas, Missouri and Oklahoma corn, and water from Lake Fort Smith, Arkansas.

The vodka is distilled three times and charcoal filtered, before being finished and bottled in Fort Smith.

Pernod Ricard USA says the brand’s name and tractor signifier symbolise the “hardworking values” of the production team, and the “local pride, simplicity and hard work” values of America’s heartland.

The company worked with country music star and Heartland native Blake Shelton to produce Smithworks.

“I grew up in Ada, Oklahoma and was raised on the values of hard work, humility and an appreciation for the simple things that make up a good life,” said Shelton.

“As part of the Smithworks family, I’ve been involved in the development of the brand and I’m excited for everyone to finally taste what we’ve been crafting. At its core, Smithworks celebrates that moments in life are better spent with good people and great drinks.”

Kate Pomeroy, vice president, innovation, Pernod Ricard USA, added: “Smithworks knows that the most meaningful moments in life are often spent with family, friends and great drinks.

“Blending our expertise in vodka with the passion and pride of our Smithworks plant in Fort Smith, Arkansas, we’re excited to bring consumers a new American vodka.”

Smithworks Vodka is available in Arkansas, Colorado, Missouri, Kansas and Oklahoma, retailing at US$19.99 for a 750ml bottle. The product is also produced in 50ml, 1 litre and 1.75 litre formats.

The launch of the “local” Smithworks brand follows Pernod Ricard’s partial acquisition of “craft” gin brand Monkey 47 in January 2015.