Heaven Hill Launching New Duo With High Rise Vodka, CineratorApril 4, 2013
Heaven Hill Distilleries is introducing new products to two of the U.S. spirits market’s hottest segments—flavored whisk(e)y and vodka’s $12-$18 price tier. This spring, Heaven Hill is rolling out High Rise Vodka and Cinerator Hot Cinnamon flavored whiskey.
High Rise is a domestically-produced vodka, distilled five times from winter white wheat. It will initially be launched in 11 markets around the U.S. Priced at around $15 a 750-ml., High Rise features a core offering as well as Cherry and Citrus extensions. While vodka priced in the $12-$18 range is growing fast, High Rise will face plenty of tough competition, as the segment includes more than one quarter of Impact’s 24 spirits “Hot Brands.”
Flavored whisk(e)y is also well-represented on the Hot Brands list, with three entries, including Sazerac’s Fireball, a cinnamon-flavored whiskey liqueur that jumped by 80% to 810,000 cases last year. Like Fireball, Heaven Hill’s 91.1-proof Cinerator is targeting shot consumption. The new product’s marketing campaign is taglined “Some Like It Shot.” While many products reliant on shot consumption focus on the on-premise, though, Heaven Hill sees Cinerator ($13-$15 a 750-ml.) largely as an off-premise opportunity.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.