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E&J Gallo Says New Amsterdam Vodka Is Fastest To 1 Million Cases

September 13, 2012

E&J Gallo’s New Amsterdam vodka brand has been on the market less than a year, but the drinks giant says the brand has already crossed 1 million cases in annual sales, becoming the fastest spirits brand to hit that mark, and surpassing its forerunner New Amsterdam gin in the process. In a statement issued today, Gallo credited the milestone to New Amsterdam’s “five-times distilled” messaging, as well as its pursuit of the younger male demographic through events like pop-up “Shave Lounges” throughout the country. The addition of two flavors, peach and red berry, has also boosted sales, the company said.

New Amsterdam’s accessible price point has also no doubt been part of its allure. Its suggested retail price is $14.99 a 750-ml., but it can be found a few dollars lower depending on the market, and for as little as $20 a 1.75-liter in some areas. The upstart, released last November, is providing stiff competition for other thriving labels in the accessibly-priced vodka category, Impact “Hot Brands” Svedka, Pinnacle, UV, Sobieski, Platinum 7X and Pearl among them. At 1 million cases, it’s already overtaken the latter two and could match UV and Sobieski by year-end if current trends hold. New Amsterdam’s original gin offering, also a “Hot Brand,” was released in 2007 and rose 12% to 700,000 cases last year, according to Impact Databank.

With the New Amsterdam franchise, as well as fellow “Hot Brand” Camarena Tequila, invigorating its spirits business, Gallo told the Modesto Bee late last month that it’s now “actively looking at all major spirits categories.” Most recently, it launched a Barbados-produced rum, Shellback, which includes silver and spiced variants and sells for around $17 a 750-ml.


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