Svedka moves into 100 proof vodka categoryBy Amy Hopkins
Swedish brand Svedka Vodka has moved into the higher proof vodka category for the first time and continued its flavour experimentation with two new releases.
The Constellation Brands-owned vodka will launch Svedka 100 Proof and Svedka Grapefruit Jalapeño in the US in March this year.
Svedka Grapefruit Jalapeño is said to capitalise on the growing consumer demand for fusing sweet and spicy flavours. Its launch follows that of Svedka Peach in August last year, which suggested the brand was moving back to more traditional vodka flavours.
However the launch of Grapefruit Jalapeño, described as having a “bight, citrus” flavour which builds to a “smooth hint of heat”, suggests Constellation intends to continue with its creative flavour experimentation.
Svedka 100 Proof is the brand’s first entry into the higher proof vodka category and is described as a grain neutral spirit formulation with a “smooth, clean taste and a crisp, arid sensation”.
“We are poised to be more competitive than ever as we continue to introduce innovative offerings that engage and excite consumers,” said Diana Pawlik, Svedka Vodka’s vice president of marketing.
“We’re excited to enter the 100 Proof market with a product that over-delivers with the a superior quality experience for which Svedka is known, coupled with Svedka Grapefruit Jalapeño, which is brimming with a vibrant flavour profile and innovative packaging to match.”
Earlier this month, Constellation Brands revealed that its new flavoured Svedka Vodka expressions had helped it deliver “outstanding growth” over the last three months.
Svedka Grapefruit Jalapeño and 100 Proof will be launched across the US from March 2015 at RRPs of US$16.99 and US$18.45 per litre bottle respectively.