On the launch Nicole Stanners, Marketing Director – SKYY Vodka, comments: “In recent years vodka premixes have acquired a reputation for tasting overly sugary and filled with artificial colours and flavours. In contrast, Fused by SKYY is a carefully crafted fusion of natural flavours and ingredients mixed with pure SKYY Vodka for a perfectly balanced and simply refreshing experience.”
A lighter drink with no artificial colours or flavours, the range hopes to become a more sessionable choice for consumers looking to enjoy a premixed selection. Fused will launch with three unique SKUs, Cucumber & Mint, Soda & Squeezed Lime and Homestyle Lemonade & A Splash of Bitters.
“We are excited to be introducing these new SKYY Vodka variants to Australian consumers,” Stanners adds.
On the choice of flavours the brand also references a Radius Trend report from May 2015, which states cucumber is the “hottest trending flavour in beverages”.
Distilled with American grain and 100% pure filtered water, SKYY Vodka is the leading domestic super-premium vodka in the U.S and the fastest growing top 10 vodka brand in Australia [Aztec National, Top 10 Vodka Spirit Brands 9LE Volume Growth CAL YTD to 25/4/2015].
Fused by SKYY is 6% ABV and will be available nationally in 330ml bottles with an RRP of $19.99 per 4-pack.
The launch will be supported by a major consumer and trade marketing campaign which will include sampling, point-of-sale, below the line, out of home and digital and social media.
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