• by Erik Oster , August 16, 2023

Three Olives vodka is freshening up for its next 25 years.

The Proximo Spirits-owned vodka brand launched a rebranding effort this week, directed at addressing consumers’ increased focus on clean ingredients. It comes as the brand hits the quarter-century mark, following a year in which spirits sales in the U.S. overtook beer for the first time, according to trade group Distilled Spirits Council of the United States.

While the effort includes a new look, with a bottle redesign, this is no surface-level rebranding, the company claims. Its vodkas have been “reformulated with the mindfully modern drinker in mind to introduce low calorie, zero sugar and gluten free vodka options across its 13 expressions.”

In a statement to Marketing Daily, Three Olives explained the brand was responding to young consumers’ increasing demands for “better-for-you alcohol options,” and quantitative research indicating “a major opportunity to recruit GenZ consumers," categorized as “a health-conscious generation who still likes to have fun and look at drinking occasions as a moment of release, versus escape.”

The rebranding focuses on messaging designed for the “clean-conscious” consumer across all of its offerings -- including its Original Vodka, which contains just three ingredients (water, yeast, and grain), 40% ABV, and 100 calories per serving. Its lineup is rounded out by  a dozen flavored vodkas that have been reformulated with all-natural flavors, reduced ABV of 30%, and 80 calories or less per serving.

 The rebrand “signifies a new chapter” with the introduction of its reformulated product and new look, Lander Otegui, senior vice president of marketing at Three Olives parent company Proximo Spirits, told Marketing Daily. “Additionally, Three Olives Vodka is now a fully American-produced brand, proudly crafted and bottled in the U.S."

The rebrand is rolling out nationwide, through retailers, the brand’s own D2C online channel, and online outlets such as Drizly and ReserveBar. Three Olives retails for $14.99 per 750ml and $17.99 per 1L bottle.