Żubrówka Rosé taps into pink trend

by Melita Kiely

Polish vodka Żubrówka has become the latest brand to capitalise on the trend for pink spirits with the launch of Żubrówka Rosé.

Żubrówka Rosé is infused with raspberries and cranberries, sourced from the Białowieża Forest in Poland. The drink also contains a blade of bison grass, which is placed by hand into each bottle. Bottled at 32% ABV, the new release will retail for RRP £20 (US$27) per 700ml. It can be found in 430 Sainsbury’s stores throughout the UK and online at Amazon. Rebecca Heathcote, marketing director, Roust UK, said: “When it comes to drinks and cocktails, there is growing consumer demand for new tastes and flavour profiles, backed up with products with a real story and rich heritage. “The Żubrówka brand has a 500-year history of craftsmanship, with its taste profile steeped in the natural ingredients found in the legendary Białowieża Forest in Poland. “Our latest innovation, Żubrówka Rosé, brings a more natural, berry-infused, lower-ABV drink option to consumers that perfectly fits the apéritif moment.” Żubrówka Rosé joins the brand's existing expressions: Żubrówka Bison Grass vodka and Żubrówka Biała. Roust, which also owns Russian Standard, agreed to sell nine of its Polish vodka brands, including Żubrówka, to food firm Maspex earlier this month in a deal valued at almost US$1 billion.