Svedka adds Blue Raspberry to vodka stable

by Kristiane Sherry

US drinks group Constellation Brands has expanded its Svedka flavoured vodka line with a Blue Raspberry variant, said to be the “most sought after flavour” among millennials.

Said to deliver an “explosive sweet berry and tart lemon” flavour, Svedka Blue Raspberry was developed to target “palate thrill seekers”. According to and IRI Multi-Outlet + Conv + Liquor study, raspberry and blue raspberry is the most demanded flavour by legal drinking age consumers in the US. The new flavour variant is presented in a two-tone pack to maximise on-shelf stand-out and communicate the “bold flavour blend”. "Svedka constantly looks to break the mould by introducing bold flavours to the vodka category, and we're excited to unveil Svedka Blue Raspberry as the newest dynamic addition to our award-winning portfolio," said Diana Pawlik, Svedka Vodka's vice president of marketing. "Svedka Blue Raspberry is an electric, sweet and sour flavour combination, offering Millennials an adventurous new meta-flavour to match their exhilarating approach to life." Available across the US form March 2017, Svedka Blue Raspberry is presented in a number of formats from 50ml with an SRP of US$1.99 up to a 1.75-litre bottle priced at US$21.99. Blue Raspberry is the first addition to Svedka's flavoured portfolio since Cumber Lime was introduced in January 2016. Despite a widely acknowledged consumer 'flavour fatigue', Constellation Brands said its flavoured line extensions drove a 9% net sales lift in its 2015/16 financial year.