• by Karlene Lukovitz  @KLmarketdaily, February 19, 2009

With bad times encouraging a trend to "escapist cocktailing"-- including a revival of tiki-themed bars and cocktails--Skyy Spirits, LLC is moving to expand on the success of its new fruit-infused vodka line with the introduction of a pineapple variety.

The pineapple flavor is being rolled out this month nationwide, joining the original citrus, cherry, passion fruit, raspberry and grape varieties in the All Natural Skyy Infusions line that was launched last April.

While acknowledging that "this might seem a rather strange time to innovate," Skyy Vodka Senior Brand Manager Jason Daniel says that the brand's "rather dramatic" step of replacing its existing flavored vodka line with Infusions is proving to be very much on the money precisely because of consumers' proclivity to indulge in relatively inexpensive "mini-vacations" in lieu of the real thing.

Infusions has also tapped into consumers' continuing gravitation toward "all natural" foods and beverages, as well as the benefiting from a price-point that's not too intimidating, Daniel tells Marketing Daily. "People have been trading down from the ultra-luxury vodkas," but Infusions offers "affordable luxury from a trusted brand," he said. (A one-liter bottle of Infusions is priced at $26.49.)

Skyy's flavored vodka sales have jumped 40% in Northern California since the Infusions launch, according to Daniel, who says he's not at liberty to share national sales data.

Continuing the core marketing strategy from the line's launch, Skyy is relying heavily on on-premises sampling events and out-of-home media for the new flavor's introduction, reports Daniel. Key markets include San Francisco, San Diego, Boston, Chicago, Austin, Texas and Columbus, Ohio.

Print ads and digital efforts are also part of the integrated program. Skyy recently launched a presence on Facebook, and continues to leverage CRM opportunities through its Web site--including the growing demand for new cocktail recipes, Daniel says.

Like its sister varieties, the pineapple flavor's creative, from Skyy agency Lambesis, features lush-looking close-ups of the brand's sleek bottle and fresh fruit by photographer Raymond Meier.