Oddka experiments with Electricity and Wasabi vodkaBy Becky Paskin
Oddka, a new quirky range of vodkas launched by Pernod Ricard, intends to shake up the flavoured vodka category with flavours like Electricity and Wasabi.
The range, which form part of Pernod’s Polish vodka brand Wyborowa, features five unconventional flavours plus one clear, original expression.
With flavours like Apple Pie, Salty Caramel Popcorn and Fresh Cut Grass, Oddka by Wyborowa is expected to breathe new life into the flavoured vodka category, which is dominated by whipped cream and citrus flavours.
Initially launching in select US states, the Oddka brand will eventually gain a global distribution from Spring 2013.
Daniel Lundberg, global marketing director at The Wyborowa Company, said the new range has been in the pipeline for some time.
“The experimental qualities of this new brand allow us to broaden our footprint in the vodka category and continue to push the industry’s flavor profiles, expanding beyond the sweet and savory into experiential flavors that provoke curiosity,” he said.
The Original Oddka Vodka carries a 40% abv, while the flavoured varieties are made to 30% abv. All six products are available in 750ml bottles with an RRP of US$15.99.
To help promote the new brand, Pernod has designed a virtual 2D line-drawn character named Wit Oddoski, who appears on Oddka’s bottle label, website and Facebook page.