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Żubrówka releases Fresh Żu line

Polish vodka brand Żubrówka has introduced a 30% ABV range with four flavoured variants.

Żubrówka Bison Grass's new vodka range, Fresh Zu
The new flavoured vodkas launched at music festivals this summer

The flavours include Sour Apple, Refreshing Mint, Sour Lemon and Sour Sea Buckthorn.

The variants have been designed to be used in shots or mixed into cocktails.

The Fresh Żu line expands the brand’s flavoured vodka portfolio, which includes a rosé variant.

The range is accompanied by a marketing campaign with the slogan ‘Discover your wild nature’. The brand hopes to address consumers who are ‘young in spirit and hungry for unique experiences’.

“The launch of the Fresh Żu line is another step by Żubrówka Bison Grass in expanding its offerings and adapting them to the needs and expectations of consumers,” said Kamil Gębski, marketing director for vodkas at CEDC International (Maspex Group), which distributes Żubrówka.

“The brand has been very popular in Poland and abroad for years, and the new flavour variants are likely to attract an even larger group of lovers of unique spirits.”

Gębski said the Fresh Żu range introduces the brand’s new communication, focused on “spontaneity, fun and enjoyment”.

The line debuted across a number of Poland’s music festivals such as Open’er, Orange Warsaw Festival and Audioriver.

The four variants are available in 90ml, 200ml and 500ml bottles.

Żubrowka was the third-best-selling vodka in the world last year, according to The Brand Champions 2023 report.

In November 2021, Roust agreed to sell nine Polish vodka brands, including Żubrówka, to food firm Maspex in a deal valued at almost US$1 billion.

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