Posted on | February 24, 2014
Written by | Kristen Wolfe Bieler
When innovating in the flavor space, Svedka aims to hit the crossroads of unique yet familiar, explains VP Marketing Diana Pawlik. “We believe if we can get that balance right we will appeal to a wider range of consumers,” she explains. “And we’re confident our two new flavors—Strawberry Lemonade and Mango Pineapple—will continue to raise the bar on flavor innovation.”
The flavored vodka universe is vast and constantly evolving, and Pawlik and her team seek to be ahead of the curve by looking outside the beverage alcohol industry: “We are constantly monitoring trends among multiple categories that include culinary, fragrance and other beverages to zero in on consumer appeal. Strawberry Lemonade is a contemporary twist on the wistful, classic lemonade drink. Mango Pineapple plays on the tropical aromas and flavors.”
Interestingly, much like Svedka’s most recently launched flavors, Orange Cream Pop and Strawberry Colada, Pawlik does not believe these new flavors will be constrained by seasonal appeal. “The flavors of the tropics have a year-round appeal as people are drawn to them,” she says. “And given the range of cocktails that can be created with these flavors, they are truly evergreen.”
Svedka’s flavors have enabled the brand to talk more about mixology—to bartenders and “home mixologists,” explains Pawlik: “It is the ease of creating delicious cocktails at home that appeals widely to consumers. We are seeing a lot more ‘home mixology’ as consumers enjoy experimenting and creating novel cocktails for themselves and friends. Our flavors are about mixology in the wider sense—on- and off-premise.”
With a sleek new package, the Svedka flavor portfolio is gaining share and momentum in markets across the country—and, it adds volume to the base brand, still one of the fastest-growing spirits brands in the country. “The expansion of flavors help bring new consumers into the brand franchise; they absolutely contribute in a significant way to the 80-proof growth.”
Both new products will be available nationwide beginning February, 2014 (varies by market) in 50ML (MSRP $1.99), 375ML (MSRP $6.99), 750ML (MSRP $12.99), 1L (MSRP $16.99) and 1.75L (MSRP $21.99).