FrAs Vodka Enters Flavor Segment with Cherry, Blueberry and Grape Vodkas

Fris Grape VodkaNew York, NY (February 8, 2010) – Frïs Vodka, the world’s only Freeze Distilled vodka, is expanding its presence in the U.S. market with the introduction of three flavored vodkas – Frïs Cherry, Frïs Blueberry and Frïs Grape. The line extensions are designed to enable retailers to capitalize on the vibrancy of both the flavor and valued-priced segments of the vodka market. 
“According to Adams 2009 Handbook, Nielsen and NABCA data, the flavored vodka segment remains healthy, up 11.6% (CAGR 2006-2008), despite the sluggish economy,” noted Troy Gorczyca, Senior Brand Manager Frïs Vodka for Pernod Ricard USA. “In particular, value-priced flavored vodkas are cashing in on consumers’ desire to spend less coupled with their reluctance to give up those ‘affordable indulgences’ that allow them to reward themselves at the end of the day.” Gorczyca continued, “The three most popular and fastest growing flavors on the market today are blueberry (+79.6% CAGR), grape (+67.3% CAGR) and cherry (+24.7% CAGR). The combination of the dynamic growth of the value-priced flavored vodka segment along with opportunity to expand distribution, increase awareness and grow sales for Frïs made the decision to move aggressively into the flavored vodka segment an easy one to make.”

Flavored with all-natural ingredients, the vodkas are made using the brand’s patented freeze distillation, continuous six-column process.  Packaging for the new Frïs flavors is simple and direct, complementing the Frïs Vodka base brand design while communicating the brand’s quality and high taste appeal. Sophisticated typeface, photorealistic illustrations saturated with color and color-coded medallions and caps help differentiate among the three flavors while maintaining an overall clean masculine look.

Frïs Cherry, Frïs Blueberry* and Frïs Grape will be available in 1.75L, 1.0L and 750ml sizes.  The launch will be supported by national print and online advertising to drive awareness, focused trade public relations efforts including participation in tastings and reviews, and POS items to generate interest and take-away at retail. The flavors will be line-priced with the Frïs Vodka base brand and retail for a suggested price of $9.99/750ml.

“While relatively small in case volume, Fris Vodka is a highly-regarded brand with tremendous potential for growth,” added Gorczyca. “We are thrilled to be taking this great-tasting, perfectly price-positioned brand to the next level with the introduction of three new vodkas in flavors we know consumers prefer.”

•    Frïs Blueberry Vodka recently received a 90 rating/Gold Medal from the Beverage Testing Institute in their 2009 annual Best Bar Buy tasting.
•    Frïs Vodka received a 90 rating/Gold Medal from BTI in their 2009 annual Vodka tasting

Delicious Fris Flavor recipes include:

Cherry Cola
1 part FRIS Cherry
3 parts Cola
Build over ice in a highball glass, and garnish with a lime wedge.

FRÏS Grape and Lemon-Lime
1 part FRÏS Grape
3 parts Lemon-Lime Soda
Build over ice in a highball glass, and garnish with a lime wedge.

FRÏS Blueberry and Orange Soda
1 part FRÏS® Blueberry
3 parts Orange Soda
Build over ice in a highball glass, and garnish with a lime wedge.


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