Svedka goes back to traditional vodka flavours

Constellation Brands is moving back to more traditional vodka flavours with the launch of Svedka Peach in the US.

A blend of imported Swedish vodka, Svedka Peach is said to be subtly sweet with notes of ripe peaches followed by a slight, crisp, pear finish.

It joins the Swedish vodka brand’s existing portfolio that includes more obscure flavours such as Svedka Colada, Orange Cream Pop and Strawberry Lemonade, the latter of which was released in January this year.

“Our newest flavour launch is reflective of our continued desire to deliver enjoyable flavours that are both familiar and innovative,” said Diana Pawlik, Svedka Vodka’s vice president of marketing.

“Svedka Peach is sure to please our diverse consumer base while continuing to offer them fresh and varied flavoured vodkas to enjoy.”

The flavoured vodka category has recently been oversaturated with wacky flavours such as whipped cream and cupcake, which have proved particularly popular in the US where the category grew 19% in 2012 to 153 million litres, according to Euromonitor.

In comparison, neutral vodka sales declined by 2% to 460 million litres over the same period.

In a panel debate at this year’s Tales of the Cocktail festival in New Orleans called Behind the Trojan Horse, bartenders were encouraged to embrace the “crazy” flavoured vodkas, which could result in a world of new cocktail creations.

Bottled at 35% abv, Svedka Peach is now available nationwide with an RRP of US$12.99 per 750ml bottle. It will also be available in 50ml, 375ml, one litre and 1.75 litre bottles.