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All-natural: Summer 2008 sees the global launch of SKYY Infusions in Citrus, Passion Fruit and Raspberry flavours |
ITALY. Gruppo Campari is releasing a new product into travel retail called SKYY Infusions, made with premium SKYY Vodka and real fruit.
The product, billed as “an all-natural revolution in the flavoured vodka category”, has been named “Best in Class” by the prestigious Beverage Testing Institute (BTI).
Three flavours – Citrus, Passion Fruit and Raspberry – will be launched this summer worldwide. In the US domestic market, a core target for Skyy, two more infusions – Grape and Cherry – are being launched.
“We truly believe that this innovation has great potential in duty free,” Campari International Global Duty Free Manager Virginie Marquet told The Moodie Report. “Skyy Spirits met with reporters from different media and the response to this project was outstanding.”
SKYY Infusions, which began rolling out to the US domestic market in April, are packaged in the SKYY Vodka line’s new blue bottle, described as taller, sleeker and more contemporary than the original. The SKYY Infusions labels also incorporate strong visual fruit cues demonstrating the flavours. Core SKYY Vodka switched to its new bottle last month.
“When we took a look at the flavoured vodka category, it was easy to realise it was over-saturated with products that had no real point of differentiation,” said Skyy Spirits President and CEO Gerry Ruvo. “With SKYY Infusions, we are going a completely different direction. We are introducing a proprietary infusions process that allows us to really capture that “˜true-to-fruit’ taste, while meeting a real consumer desire for all-natural products.”
Added Ruvo: “We have been in development with SKYY Infusions for the past two years, conducting extensive bartender, retailer, distributor and consumer research. To be rewarded with a clean sweep of the BTI’s top ratings is proof positive that a 100% all-natural infused product with real fruit and premium SKYY Vodka is truly a winning formula.”
SKYY Infusions is available in 50ml, 750ml, one-litre and 1.75-litre (Citrus only).
The brand is supported by a marketing campaign anchored by the tagline “Go Natural”, including extensive on- and off-premise sampling, a US-wide advertising campaign, extensive point of sale materials and bartender education. Skyy Spirits is also embarking on a two-month SKYY Infusions mobile marketing tour across the US to sample retailers and consumers on the product.
SKYY Infusions is designed to be enjoyed with club soda, lemon-lime soda, in cocktails or on the rocks.
MORE STORIES ON SKYY VODKA
SKYY Vodka ups the glamour stakes with Sex and The City movie sponsorship deal – 24/04/08
Campari takes full control of Skyy Spirits – 02/11/06
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