EXCLUSIVE: Phillips Projects UV To Hit 2 Million Cases This YearApril 2, 2013
Minnesota-based Phillips Distilling continues to see explosive growth with its UV vodka brand, whose volume has nearly doubled since 2009, reaching 1.6 million cases on 34% growth last year, according to Impact Databank. This year, UV ($12.99 a 750-ml.) is expected to reach the 2 million-case mark, Phillips president and CEO Pedro Caceres tells Shanken News Daily.
“Our approach to flavor selection and our marketing campaigns are driving growth across the line,” says Caceres. “In 2012, we had very successful launches of our confectionary flavors, UV Chocolate Cake and UV Whipped. We also continue to see growth with UV Cake and our all-star, UV Blue.”
The strong initial response to the new Chocolate Cake and Whipped flavors helped UV’s dessert-flavored segment increase 81% last year. Meanwhile, raspberry-flavored UV Blue has become the top-selling flavored vodka across a large swath of the Midwest—including in Minnesota, Missouri, Nebraska, Wisconsin, Illinois and Iowa—in Nielsen scans.
Recently, Phillips added a 17th flavor extension to the UV line, another dessert-inspired offering, Candy Bar, which is infused with milk chocolate, caramel and peanut butter flavors. The company has also updated the packaging for unflavored UV 80, which will make its way through the pipeline in the coming weeks.