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Stoli Debuts “Crushed” Flavors Featuring Real Fruit Juice

April 19, 2017

Stoli Group USA has unveiled a new Stoli Crushed collection of real fruit juice flavored vodkas, including Ruby Red Grapefruit and Pineapple expressions. The two new entries will launch nationally, retailing around $16 a bottle. In an interview with SND, Stoli Group North America CEO Patrick Piana said early feedback from distributors on the two Crushed flavors has been very positive.

Stoli Crushed initially will target off-premise occasions, touting the new flavors’ easy mixability. “You can just add club soda,” said Piana. “That simplicity will draw a lot of interest from consumers going forward.”

Although flavored vodka has slowed in recent years, Piana noted that offerings that feature real fruit juice are still carving out growth. The plan is for Stoli Crushed to fully participate in that segment, with more flavors to be added later. “In the future, we’ll launch new expressions to keep the market excited and keep consumers trying new versions,” he said. “We’re playing our role as a thought leader in the market, and raising the bar for the vodka category.” The Stoli brand grew 2.8% in the U.S. last year to about 1.7 million cases, according to Impact Databank. —Shane English

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