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Constellation Has High Hopes For New Svedka Rosé Vodka

January 28, 2019

Svedka has unveiled a new Rosé extension, a 30%-abv vodka containing 5% rosé wine. Launching next month at $17 a 1-liter bottle, the new expression will have dedicated advertising through the brand’s recently introduced “Bring Your Own Spirit” campaign, and will receive the largest spend for any Svedka flavor launch to date. Constellation tells SND that the rosé vodka holds strategic value for the brand as it looks to expand in on-premise markets.

“Svedka was built in the off-premise, and we continue to dominate in that channel,” says Carl Evans, Constellation’s vice president for spirits marketing. “Based on the Rosé movement in the on-premise, we’re confident this SKU will flourish there as well. We’ve been laser-focused on programming for the on-premise and have seen tremendous potential for Svedka Rosé within the cocktail culture.” According to Impact Databank, Svedka grew 1% to 4.4 million cases in the U.S. last year.—Danny Sullivan

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