• by Fern Siegel , August 21, 2023

James Bond preferred his vodka martini  “shaken, not stirred."

The new era of vodka drinkers has other demands. That’s why Three Olives Vodka, which just announced a major rebrand, has introduced a low-calorie, zero-sugar and gluten-free vodka options.

The rebrand is courtesy of Promixo Spirits and agencies Arena Media, Exposure, Goat, Malka, Ei Digital and Superfantastico.

First launched in 1998, the rebrand highlights a fun, new bottle design. It also includes the 12 flavored vodkas — cherry, grape, espresso, vanilla, loopy, orange, berry, citrus, raspberry, blueberry, mango and rose — reformulated with all-natural flavors, 80 calories or less per serving and a lower ABV at 30%.

Three Olives Original Vodka is crafted from three ingredients — water, grain and yeast — and distilled five times to deliver a smooth vodka at 40% ABV, at 100 calories per serving.

Lander Otegui, senior vice president of marketing at Proximo Spirits, told Agency Daily: “The newly crafted Three Olives Vodka is now a fully American-produced brand, with its liquid proudly crafted and bottled in the U.S. In improving our formula and modernizing our packaging, Three Olives Vodka is setting the stage for a new era of vodka enjoyment!

"These modifications cater to consumers' inclination toward healthier-for-you products. While our broad target audience is U.S. vodka drinkers, we are especially interested in resonating with GenZ, as 21% of them consume vodka — more than any other age group,” added Otegui, citing data from Numerator, part of the Kantar Group.

The new Three Olives Vodka is rolling out nationwide and can be found in-store and online via Threeolives.com, Drizly and ReserveBar.