vodka


Finlandia keeps its cool


FINLANDIA vodka has unveiled a new-look bottle designed to refl ect its premium credentials and Nordic heritage.


Developed by Finnish artists, brand representatives and designers, the bottle features a ripple design, intended to represent melting ice. A new neck label features two reindeer with locked horns and the midnight sun in the background.


For the Finlandia Fusion range, which includes Cranberry, Lime, Mango and Grapefruit, the new labelling incorporates the associated fl avour colour as well as the fruit imagery. Chris White, Finlandia’s brand manager at Bacardi Brown- Forman Brands, said the new- look bottle aims to give the vodka clearer stand-out on the back-bar.


“Ice has always been at the


forefront of the brand’s design, however we believe the new bottle makes this an even stronger element, improving visibility and refl ecting the crystal clarity of the Finlandia it holds, whilst being true to our origins.,” he said. “We are delighted with the new design and hope the new


The bottle has a ‘melting ice’ design.


Finlandia packaging will help create new fans and reacquaint old ones, in turn maximising profi t opportunities for bartenders and licensees.”


Funkin introduces a taste of summer


VODKA is all that’s required for one of the new summer cocktail mixers from Funkin. Designed for mixing with vodka, the Strawberry Woo Woo combines peaches, cranberry juice and lemon juice.


Other mixers launched include the Mai Tai – a mix of pineapple and orange juice to create the rum-based cocktail; and the Funkin Sour Mix, which combines lime, lemon and sugar syrup and can be used to create a range of cocktails, including the Mojito, Caipirinha and Margarita. Available from May 1, the three new variants are intended to help bartenders make cocktails quickly and easily, requiring the addition of only ice and a spirit.


“Consumer demand for quality cocktails continues to grow and Funkin’s innovation programme, backed by ten years’ experience in the cocktail industry, is


22 - SLTN - April 28, 2011


Smirnoff su back to for


Diageo boss Simon Litherland explains how the on has bounced back after a challenging end to 2010.


COLTAND’S biggest selling spirit has bounced back after a testing trading period in late 2010, the UK boss of its owner has told SLTN. Sales of Smirnoff 21 (Red) fell in the second half of last year as consumption patterns continued to shift from the on-trade to take-home and price-conscious consumers bought on offer in supermarkets. The 16% fall in sales, in the six months to December 31, is also said to have refl ected a move by operators to buy up stock towards the end of its previous fi nancial year, which ended last summer, ahead of a mooted duty rise in June.


S


But the vodka category’s dominant player is already said to have made up the lost ground in the early months of 2011. In an interview with SLTN late last month, the boss of Diageo GB, Simon Litherland, said he was pleased


Diageo has high hopes for its Smirnoff Flavours range, wh “But the net sales decline was


primarily driven by the duty buying and stock building at the end of the [previous fi nancial] year.


“If you take the fi nancial year out, and just look at the market share


perspective, Smirnoff is still doing very well.


“In fact, over the Christmas, January and February period, we actually regained our position on Smirnoff, which is fantastic.”


One cause for optimism for Diageo on the vodka front is the performance of Smirnoff Flavours, recently the subject of fresh marketing support in the shape of outdoor ads and consumer sampling events.


The Strawberry Woo Woo is on of three new Funkin cocktail mixers.


designed to meet the latest trends,” said CEO Andrew King. “The launch of Funkin Sour Mix will satisfy the growing consumer interest in sour cocktails whilst the Mai Tai and Strawberry Woo Woo are fast becoming two of the most popular cocktails in many high-street bars, especially during the summer.”


Coming to the boil: Ketel One vodka.


with how the brand has recovered, though he insisted reports of Smirnoff’s sales demise had been exaggerated. “Smirnoff lost 1% share year-on-


year,” commented Litherland on Diageo’s performance in the six months to December 31.


“It has a very high value share [of the UK vodka market] – 51% – which was down one percentage point year on year.


The key aim of the activity, which Diageo said would reach as many as 200 outlets in Glasgow, Edinburgh and Aberdeen, was to highlight the ‘perfect long mixed serve’ using the Flavours range, including preparation methods, for each fl avour to staff and consumers.


Litherland said the range, which now comprises Lime, Green Apple and Blueberry fl avours, will continue to be at the forefront of Diageo’s innovation agenda, alongside projects like Guinness Surger and Baileys Hazelnut. “We’re very excited about Smirnoff Flavours, which are doing really well,” he told SLTN.


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