Exclusive: Upscale Medea Vodka Targets 100,000-Case Threshold As It Enters On-PremiseAugust 21, 2015
Vodka may have cooled off in the U.S. market amid the whisk(e)y boom, but some of the category’s emerging players are standing out from the crowd in a variety of ways. One such brand is Medea, an upscale Dutch vodka whose bottle features a customizable LED display.
Medea ($30-$35 a 750-ml.) was in limited production until the latter part of last year, when it was rolled out across California, where it’s distributed by Young’s Market Company. The brand sold roughly 8,000 cases in 2014. This year, though, Medea’s availability has expanded significantly amid new distribution pacts with Republic National Distributing Company and Wirtz Beverage Group.
Medea is now available in nearly a dozen markets, including Florida, New York and New Jersey, among others. Additionally, after only being sold in the off-premise until the past few months, Medea is now making headway in the on-premise. “The early feedback in the on-premise channel has been universally positive and we’re anticipating tremendous growth there,” says Brandon Laidlaw, CEO of privately-held Medea, Inc. Laidlaw says Medea is on pace to sell more than 95,000 cases by year-end.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.