Three Olives honours Elvis Presley with coconut vodka
Three Olives Vodka is paying homage to Elvis Presley and his love of Hawaii with the launch of a coconut water-flavoured vodka.
The new expression combines traditional English wheat-based vodka with the flavour of coconut water, one of the fastest-growing beverage categories around the world.
Brand owner Proximo Spirits has partnered with the Authentic Brands Group for the release, which owns the intellectual property rights to the Elvis Presley name.
Between 1957-1977, Elvis often frequented the US island to film movies and perform live shows.
“Fans of Elvis Presley know how much his Hawaii years moulded him into the superstar icon he is today,” said a spokesperson for Proximo Spirits. “We are excited to join other industry trades and brands to honor this superstar icon with a flavour that celebrates his absolute love of Hawaii.”
The Elvis Presley coconut-flavoured Three Olives Vodka will be launched in the US in March 2014 at an RPP of US$21 per 750ml, and follows the release of a strawberry-flavoured Marilyn Monroe expression in March 2013.
Global sales of coconut water grew by 100% in 2011 to take the US and European market value to over $265 million (€196 million). The number of new product introductions more than quintupled (+540%) in the five years from 2008 to 2012.