Asahi Premium Beverages (APB) will launch a fresh, rebranded Vodka O spirit and premixed drinks range to the Australian market this October.

APB acquired Artisan Spirit Merchants (ASM) Liquor in 2017, a portfolio that included premium vodka brand, Vodka O. Established in Australia; Vodka O is the fourth largest vodka in the market, by volume. It is a premium, charcoal filtered, triple distilled vodka that is distilled from whey and certified Gluten Free.

The award-winning vodka liquid in the spirits range (500ml, 700ml, 1L) will not change however will launch into new, refreshed artwork to enter the market this October.

With packaging by Bold Inc. Sydney and Creative by TBWA Melbourne, APB has engaged a superlative team for the re-launch.

Chris Regan, the Senior Planner from TBWA Melbourne, said that the goal was to capture the fun and youth of the Vodka O brand.

“Surrounded by heritage brands, Vodka O is a younger brand in its category. With its new fresh look, it embraces its youth and captures the attitude of modern Australia with its bold, simple and fun aesthetic.”

Meanwhile, Michael Edmonds, APB’s General Manager of Marketing, said that the challenge was to modernise the Vodka O brand.

“We knew we had a great brand in Vodka O but also knew our main challenge was to bring it into today’s world. By bringing together a team of experts, leveraging great brand work and creating great tasting drinks, we believe Vodka O is set for success,” he said.

APB has also decided to relaunch the premixed drinks range, refining the flavours to capture a more sophisticated market.

“Vodka O is unique to the vodka premixed drinks market specifically. It’s a much more refined flavour which speaks to a sophisticated drinking audience. It’s ‘grown up’ but still full in flavour. We wanted to ensure it had appealing flavour combinations and a mild level of sweetness, so it offers a different experience to other premixed drinks options in this category,” Edmonds added.

The premixed drinks range will see a full revamp of the liquids and packaging. The new format will include a 4x330ml bottle (4.6 per cent ABV) in Lemon Lime and Bitters as well as Raspberry and Blood Orange flavours. There will also be 4x330ml cans (4.0 per cent ABV) in Lemon and Lime flavour. Notably, the premixed drinks range will be Gluten Free using all natural colours and flavours, made with the Vodka O premium distilled vodka.

The re-launch will all culminate in an above-the-line campaign including a three-year sponsorship of the brand new MTV Unplugged series as well as a digital campaign headed up by media agency Vizeum and social media partner, Tiger Pistol.

This is an exciting and bold new direction for the brand, and APB has identified an opportunity to engage vodka drinkers beyond the traditional notions of its category.

Vodka O spirit will be available market wide and premixed drinks range at Dan Murphy’s and selected independents. Spirit RRP $39.99 700ml and premixed drinks range RRP $17.99.

Deborah Jackson

Deb joined Intermedia in 2015 as Editor of National Liquor News and Deputy Editor of The Shout. Since then, she has also worked as the Editor of Beer & Brewer and the New Zealand title, World of Wine....

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