New Pinnacle Vodka flavours inspired by brunch

Pinnacle Vodka has extended its line of flavours with two brunch-inspired innovations – Mimosa and Habanero.

Pinnacle Habanero and Mimosa-flavoured vodkas evoke the trend for brunching in the States

With the release of the two flavours, brand owner Beam Suntory has identified an opportunity to tap into a growing trend among American consumers for taking brunch.

In Technomic’s American Express Market Briefing in April 2013, 89% of 500 consumers surveyed admitted to eating brunch at a nearby restaurant at least occasionally.

Pinnacle Mimosa is described as having “juicy orange” and “crisp Champagne” flavours that make it ideal served with fresh juice for a low-alcohol brunch cocktail.

Meanwhile, Pinnacle Habanero is said to have notes of “ripe, juicy chili peppers”, which work best served in a typical brunch-time favourite, the Bloody Mary.

Jason Dolenga, senior brand director of vodka at Beam Suntory, said: “Pinnacle Vodka focuses on the moments that matter, and we know our fans are always hosting amazing get-togethers.

“It made sense for us to create something that will help amplify what they love doing best – entertaining at home with loved ones. We’re confident the new Mimosa and Habanero flavours will help them do just that.”

Pinnacle Vodka currently boasts over 40 different flavours among its range, the most recent of which are Pinnacle CranApple and Pinnacle Amaretto.

Despite the flavoured vodka market being widely reported as declining, Dolenga has said Beam Suntory believes in a bright future ahead for the US-based Pinnacle brand, which is looking at expanding overseas into additional markets.

The brand recorded stagnant growth in 2013, according to The Spirits Business‘ Brand Champions, growing by around 45,000 cases during the year.