• by Karlene Lukovitz  @KLmarketdaily, October 13, 2009

4 Orange, the first vodka distilled exclusively from pure Florida oranges, is using a regional launch strategy that promotes the brand as being good for the state's economy, as well as tasty.

Palm Beach Garden-based Imperial Brands, Inc. is -- at least initially -- limiting distribution of 4 Orange to Florida. (A spokesperson said it's too early to comment on plans for a national launch.) The print, outdoor and social media campaign supporting the regional launch bears the tagline: "4 Florida. 4 Orange."

"Not only will consumers welcome 4 Orange's grove stand-fresh top notes and unique distillation process; they'll feel great knowing that each sip helps support Florida's local economy and citrus growers," summed up Imperial president/CEO Chester Brandes, in announcing the launch.

The brand, created in Imperial's Florida Distillers Co. (Florida's first registered distillery), should also benefit from bearing the Florida Department of Agriculture and Consumer Services' official "From Florida" logo on its bottle, and from being included among the state-produced products featured in the department's Florida Agricultural Promotional Campaign (FAPC).

Ongoing FAPC marketing opportunities include tie-ins to supermarket commodity promotions when retailers promote Florida agricultural products in newspaper and home-delivered ad circulars; reduced-cost trade show assistance; being featured in FAPC's trade magazine for buyers; and signage and point-of-purchase materials.

4 Orange's frosted bottle design also emphasizes its Florida pedigree, with a Florida citrus grove visible through a round peephole and a brand logo featuring (what else?) four oranges.

The brand's name comes from the liquor's use of 100% orange spirits derived from four Florida varieties: the Hamlin, Parson Brown, Temple and Valencia. A 750-ml bottle of the 80-proof vodka (suggested retail: $24.99) contains the distilled essence of approximately 20 oranges.

Imperial is a wholly owned subsidiary of Belvedere, S.A., which successfully introduced Sobieski Vodka to the U.S. in 2007.

The brand is available now at select Florida retailers, restaurants and Miami International Airport's duty-free stores, and will launch in Orlando International Airport's duty-free stores later this year.