Exclusive: Beam’s Pucker Rides Flavored Vodka Trend To Fast Start
September 18, 2012Launched in April 2011, Beam Inc.’s flavor-only vodka brand Pucker has prospered out of the gate. Hitting 117,000 cases for calendar 2011 and winning Impact “Hot Prospect” honors, Pucker has sustained that momentum in calendar 2012, with sales rising 17% through the first half.
“The brand is being helped by significant growth in the overall flavored vodka segment, which is growing ten times faster than unflavored vodka,” notes Pucker brand manager John Nichols.
Pucker vodka reversed the traditional approach of leading with a core, unflavored vodka and following with flavor extensions. Instead, the brand launched immediately with four 70-proof flavors—Cherry Tease, Sour Apple Sass, Grape Gone Wild and Citrus Squeeze—but without an unflavored variety. Two more flavors—Lemonade Lust and Raspberry Rave—have followed, with the range retailing at $16.99 a 750-ml. “Lemon/citrus and raspberry are the two largest flavored vodka categories,” explains Nichols. “Lemonade Lust and Raspberry Rave hit the market sweet spot.” Beam supported the rollout of the new flavors with a new TV ad campaign that features an exclusive remix of one of deejay Steve Aoki’s hit songs.
According to Nichols, Pucker’s consumer demographic skews toward “social 21- to 29-year-old females who are flavored vodka drinkers.” Available nationwide, the brand has reported notable growth in markets like Texas, Washington, Pennsylvania, Florida and Georgia, among others. Beam plans to extend the lineup with additional flavors, though details on future rollouts have yet to be announced.
The launch of Pucker is only one area of Beam’s investment in the flavored vodka space. In February, the company added Coconut, Tangerine and Cucumber vodkas ($20-$22 a 750-ml.) to its vibrant Skinnygirl franchise, and also acquired the flavor-focused Pinnacle range ($14 a 750-ml.)—which includes Pinnacle Whipped, the largest-selling flavored vodka in the U.S.—from White Rock Distilleries in April for $605 million.
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