Svedka eyes wine market with rosé vodkaBy Melita Kiely
Swedish vodka Svedka is targeting millennials with the launch of a new pink variant made with 5% rosé wine.
Available across the US from the beginning of February, Svedka Rosé is described as a “bold yet balanced twist on the adored wine varietal”.
The new expression, bottled at 30% abv, is aimed at “thrill-seekers and experientialists who crave new ways to enjoy their spirit”.
Carl Evans, vice president of brand marketing at Svedka, said: “Svedka is synonymous with breaking the mould in the vodka category and spearheading bold flavours that spark trends.
“Approaching the spring and summer months, we’re excited to launch Svedka Rosé, which aims to give both vodka and rosé fans a fresh take on their favourite drink.”
The new expression’s “daring personality” will feature in an integrated US marketing campaign, which “complements” Svedka’s ‘Bring Your Spirit’ platform, launched last month.
The campaign will use “cheeky and irreverent” taglines, such as ‘Vodka with a wine fetish’ and ‘Not wine, not sorry’.
Svedka Rosé will be available in 50ml (RRP US$1.99), 375ml (US$6.99), 750ml (US$12.99), one-litre (US$16.99) and 1.75l (US$21.99) bottles.