EXCLUSIVE: Svedka To Revamp, Relaunch Core Flavors This Spring
March 13, 2013Constellation Brands is set to launch a restaging for its Svedka vodka brand that will start this spring and continue throughout the year. Initiatives will include upgrading the packaging across the brand’s core flavor line—Citron, Clementine, Raspberry, Vanilla and Cherry (all priced at $12.99 a 750-ml.)—as well as a reformulation of those flavors “to deliver smoother, richer, and brighter flavor profiles,” the company told Shanken News Daily.
Diana Pawlik, vice president of marketing for Svedka, said the flavors’ new look—bringing them more in line with recent flavor extensions—is designed to unify the aesthetic across the portfolio. The packaging on the five core flavors will now feature bold colors covering the bottle, a metallic silver closure, two signature cocktail recipes and a transparent “view-strip” on the back. Marketing and brand visuals will begin reflecting the packaging as the transition rolls out throughout the year.
“We’re taking a more full-portfolio approach to everything we do going forward,” says Pawlik. “So in the latter part of the year you’ll see the transition from the current packaging to the new, and you’ll see that product coming forward in all of our marketing initiatives.”
In addition to the core flavors mentioned above, Svedka’s flavor line also includes Grape and Colada, the latter launched last summer. Colada has been the brand’s “best flavor launch to date,” Pawlik says. On the heels of its success, Svedka recently introduced a Strawberry Colada offering, as well as the dessert-inspired Orange Cream Pop.
Svedka, the number-two imported vodka (and seventh-largest spirit brand) in the U.S., increased by 5% to 3.8 million nine-liter cases last year, according to Impact Databank estimates. Pawlik says the goal for 2013 is to surpass the 4 million-case mark.
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Tagged : Constellation Brands, spirits, Svedka, vodka
