By Amy Looker, editor – National Liquor News
Vodka O is making its first foray into the RTD market with the launch of four pre-mixed, bar-inspired cocktails.
The launch will be supported by a $1.5 million campaign, including sampling, above-the-line and digital communications.
According to ASM Liquor’s chief executive officer, Chris Flaherty, the company made the decision to release the range for Vodka O on the back of global trends and consumer demand for more premium, crafted and healthier choices.
“Since our co-founders sold the first batch of Vodka O in Bondi Beach back in 2004, the brand has always been committed to innovative and passionate ideas,” he said.
“The Vodka O RTDs are the result of real ingredients, natural processes and flavour combinations that we know consumers will love. We believe Vodka O craft RTDs will inject life back into the light RTD category in a similar way as craft beer reignited the beer category.”
The new Vodka O range includes the Apple, Ginger & Spice; Pineapple, Cucumber & Mint; Pear with a hint of Vanilla; and Strawberry, Cranberry & a touch of Basil.
The Vodka O pre-mix range is available now with an RRP of $4.99 each or $17.99 for a four-pack.