Żubrówka refreshes brand

Vodka brand Żubrówka has introduced a new slogan for its flagship Bison Grass and Biała products and redesigned its labels.

The new slogan – ‘Serve the wild. Same heart, different looks’ – is part of the brand’s new marketing campaign.

The brand says that the new labels are ‘clearer, more legible and provide better visibility on the shelves’, while retaining the brand’s distinctive visual identity.

“Our brand has always been associated with wildness, and the refreshed labels of Żubrówka Bison Grass and Żubrówka Biała express the same message, in a new guise,” said a spokesperson for the brand.

“We believe that these changes will appeal to our customers and strengthen the position of the Żubrówka brand as a leader in its category.”

The launch of the new labels will be supported by POS materials, in-store displays and PR activity.

Żubrówka Bison Grass retails for 36.99 PLN (US$9.32) per 500ml bottle, while Biała retails for 29.99 PLN (US$7.56).

In December last year, the Polish vodka brand redesigned the packaging of its premium Czarna vodka and released a beer with craft brew club Beer52.

The brand was bought by food firm Maspex in November 2021, when it was sold by Roust with eight other Polish vodka brands in a deal valued at almost US$1 billion.

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