Skyy Spirits is launching a premium, fruit-infused vodka next month made in five all-natural varieties: citrus, raspberry, cherry, passion fruit and grape. The product re-stage--dubbed Skyy
Infusions--also will introduce the first packaging redesign in the brand's 15-year history. The bottle sports a sleeker shape and elongated neck.
The brand aims to steal market share
from competitors in the U.S. market, where it is currently the No. 4 vodka behind Smirnoff, Absolut and Grey Goose. Skyy sold an estimated 2.5 million cases in 2007, up 8.1%, per Impact. "All-natural
is what's hot right now, across the food and beverage industries," says Kirsten Van Sickle, senior brand manager at Skyy.
Instead of its traditional brand advertising that posits the
liquid in chic, club environments, Infusions print ads will feature only the new bottle and fruit imagery, as well as educational copy. Ads direct users to SkyyIn-fusions.com. A 15-market, two-month
mobile marketing tour and online ads also support.
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