Effen Salted Caramel vodka launches in US
Beam Inc has developed a Salted Caramel flavour for its Effen line of premium vodka, to cater for consumer demand for a sweet and savoury taste.
Effen Salted Caramel is described as balancing sweet and savoury flavoursEffen Salted Caramel is described as a “perfect balance of sweetness enhanced with a touch of salt,” designed to add a new flavour profile for cocktails.
Its launch follows that of Stoli Salted Karamel in the US last year, which was hailed as the first of its kind by brand owner SPI Group. The flavour has now since also launched in the UK.
“When deciding to expand the Effen Vodka portfolio, we wanted to ensure that our next innovation complemented the brand’s existing unique and modern flavours,” said Jason Dolenga, senior director for vodka, Beam Inc. “Consumers are looking for sweet and savory flavor profiles and we’ve captured it perfectly with Effen Salted Caramel Vodka.”
The new expression joins Effen’s existing line of flavoured vodkas including Effen Black Cherry, Effen Raspberry and Effen Cucumber.
Effen Salted Caramel will be rolled out in the US from this month at a RRP of US$27.99 for a 750ml bottle.
