Effen vodka taps into rosé trend with new flavour

12th April, 2019 by Nicola Carruthers

Beam Suntory has expanded its Effen vodka range with the launch of two new flavours –­ rosé and yuzu citrus.

Effen Rosé and Yuzu Citrus vodkas are launching in the US

Effen Rosé vodka “turns the rosé wine trend on its head” and is described as “crisp, clean and fruity”. It is recommended served with soda or sparkling wine.

The “trend-forward” Effen Yuzu Citrus embodies the Japanese fruit yuzu, which is said to have a flavour profile of lemon and grapefruit combined.

Yuzu, which is said to be popular with bartenders and chefs for its aromatic flavour, provides a “sweet flavour with a citrus finish”. It is best served neat or with grapefruit club soda.

Clement Reid, marketing director at Beam Suntory, said: “Both Effen Rosé and Effen Yuzu Citrus will bring dynamic taste profiles into the vodka category, from Yuzu’s Japanese-inspired roots to Rosé’s innovative spin on traditional rosé wine. We’re excited to bring these new offerings to vodka lovers everywhere.”

The expressions are an extension of Effen’s Different by Design marketing campaign, which launched last year. The initiative “celebrates self-expression, welcomes creativity and inspires consumers to be unapologetically true to themselves”.

Effen Rosé and Yuzu Citrus are made with wheat from northern France, and are filtrated and distilled in northern Holland.

Available across the US, Effen Rosé and Yuzu Citrus have a RRP of US$21.99 each per 750ml.
A number of rosé-flavoured expressions have launched in the last 12 months, including Svedka Rosé, Three Olives Rosé Vodka and Echo Falls Rosé Wine and Gin Fusion.

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