The troubled vodka category has been doing its best to attract consumers with innovative offerings. But with a global recession on the horizon, will drinkers take the safe route and stick to old favourites? *This feature was originally published in the September 2020 issue of The Spirits Business magazine. Fortunes for the vodka category have remained rocky in recent years. As enthusiasm for juniper and an increasing appetite for all things agave propelled sales of…
Pernod Ricard-owned Absolut Vodka has launched a new campaign starring numerous famous faces, including British musician MNEK. The campaign, called It’s in Our Spirit, targets consumers of legal drinking age (LDA) and generation Z, and looks forward to when people can socialise together in person again. It’s in Our Spirit also features American actress and social activist Tessa Thompson; Taiwanese singer-songwriter Jolin Tsai; and gamer Ricki Ortiz. The campaign made its debut in the UK…
Ukrainian vodka brand Nemiroff has given its entry-level range a brand refresh. Nemiroff Original, Nemiroff Delikat and Nemiroff Ukrainian Honey & Pepper have all been given the bottle design update. Changes include a new bottle shape, moving from the former rectangular bottle base to a new square one, said to make it easier to hold. The label also features new fonts, colours and graphic elements to depict the brand’s history in a modern way. There…
Vodka brand Nemiroff won an auction to acquire the Nemyriv distillery in Ukraine for an undisclosed sum. The auction for the distillery’s purchase took place on 15 October. Nemyriv distillery was the first of around 80 sites to be privatised after almost 30 years of state monopoly for alcohol production in Ukraine. The acquisition means Nemiroff will be able to take control of the quality of ingredients, alcohol and final products produced at the facility.…
Ghostbusters actor Dan Akroyd has added an agave-based vodka to his Crystal Head range, called Crystal Head Onyx. Crystal Head Onyx is the third vodka in the brand’s portfolio and is made from Blue Weber agave, sourced from a single farm in Mexico. The expression joins Crystal Head Original, made from Canadian corn, and Crystal Head Aurora, made from English wheat. Like its stablemates, Crystal Head Onyx is blended with water from Newfoundland, Canada, and…