Posted on | March 27, 2013
Written by | Kristen Wolfe Bieler
Vodka brands don’t join the ranks of the fastest-growing top-10 spirits in the country by sitting on their laurels. Relentless innovation and consumer insight is what makes Svedka a category leader—as well as the second largest imported vodka brand in the U.S.
Joining Svedka’s robust flavor portfolio this April—which already includes Colada, Citron, Clementine Raspberry, Cherry, Vanilla and Grape—will be Orange Cream Pop and Strawberry Colada, each 35% alcohol by volume (70 proof).
“Based on our research, both flavor profiles resonate strongly with our target consumer and set Svedka apart from the highly fragmented flavor segment,” says Diana Pawlik, vice president of marketing for Svedka.
“Svedka Orange Cream Pop is a nostalgic and mouthwatering blend of juicy orange and icy vanilla cream flavors,” says Pawlik. The packaging reflects these flavors with shimmering orange and white gradient ombré graphics. Pawlik suggests that Svedka Orange Cream Pop can be enjoyed on the rocks, blended with ice as a frozen slushy, or in delectable signature cocktails (see sidebar).
Launching on the heels of Colada—Svedka’s most successful flavor to date—Strawberry Colada is a blend of strawberry, coconut and pineapple. “The tropical flavor segment across all categories has proven to be enduring and engaging to consumers year round,” says Pawlik. “Whether it be body and bath products, confection or beverages, there is an appetite for the sensation of ‘escape’ that this profile evokes.” Its package, too, aims to communicate the flavor profile, with a sleek white lacquered bottle, a metallic gold band and fuschia pink flavor callouts.
While Svedka’s original vodka leads the brand in terms of growth (among its many awards, the Swedish vodka has received three Gold Medals in the San Francisco World Spirits Competition), flavor extensions provide the excitement and energy which keeps Svedka so strong among its target demographic, consumers age 25 to 34. “Our new flavors are paving a road of their own in terms of differentiating while achieving a balance between novelty and mass consumer appeal,” says Pawlik. And they offer bartenders new creative opportunities as well: “Strawberry Colada and Orange Cream Pop empower bartenders to flex their creative muscles by introducing complex yet versatile flavors. They lend themselves well to many drinks—shots, martinis, frozen or novelty.”