Wyborowa Cherry launches in the UK

Spirits distributor Emporia Brands has launched Polish Wyborowa Cherry Vodka liqueur in the UK market.

The new addition to the spirits distributor's portfolio promises to 'deliver an iconic and unparalleled cherry spirit experience to the UK market'. Rui Silva, head of business development at Wyborowa, commented on the launch: “Cherry is one of the most popular flavours in spirits worldwide and across different categories. The launch of Wyborowa Cherry has supported the brand in expanding its visibility on the shelves and recruiting new consumers with a lower ABV proposition in line with recent trends in the spirits business. "We hope this new addition to Wyborowa's portfolio in the UK will help increase the brand's footprint in the market by recruiting new consumers and offering a new high-quality variant to our current consumers.” The product retails for £14.50 (US$19) for a 500ml bottle and is offered at 28% ABV. Wyborowa Cherry Vodka is available in the UK off-trade directly from Emporia Brands and selected retailers including The Society of Vintners, Drinks Direct, Soho Cash & Carry, Speciality Drinks, All Drinks Cash & Carry, and HT Drinks. The firm will introduce the product to bars and retailers through exclusive sampling and tastings in the next few months. Wyborowa Vodka dates to 1927 and is made from Polish rye. Previously distributed in the UK by Pernod Ricard, Wyborowa joined Emporia Brands in 2023 with a lower ABV of 37.5%.