Product Launch - US: Campari's Skyy Infusions Moscato Grape
Click through to view Campari's Skyy Infusions Moscato Grape
Category - Spirits, vodka, flavoured, 35% abv
Available - From today (12 March)
Location - US, nation-wide
Price - SRP of US$18.49 per 75cl bottle. Also available in 5cl ($1.99), 1-litre ($23.49) and 1.75-litre ($26.99)
Distribution - Campari America
The US arm of Campari has launched an addition to the flavoured portfolio of its Skyy vodka brand.
Skyy Infusions Moscato Grape targets the growing popularity of Moscato among younger drinkers in the US. It joins Wild Strawberry, Coconut, Dragon Fruit, Blood Orange, Pineapple, Ginger, Cherry, Grape, Citrus, Raspberry and Passion Fruit variants.
Campari announced today the launch of Skyy-branded parties in South Africa to tap into growing demand for premium vodka.
Expanding its innovative, award-winning line of infused vodkas, made with natural ingredients, SKYY® Vodka introduces new SKYY Infusions® Moscato Grape, the first-ever Moscato grape infused vodka on the market. This vibrant spirit, available this spring, blends succulent Moscato grapes with premium SKYY Vodka, creating an entirely new, sexy vodka flavor for nightlife drinking occasions.
The popularity of Moscato wine is exploding in the US. It is the fastest growing wine category in America, recently jumping to the third most-popular white wine varietal in the industry. According to Nielsen, Moscato sales grew 73 percent in 2012, the largest gain of any varietal. Consumers and bartenders have recently discovered a love for the unique Moscato flavor and are now exploring new and innovative ways of integrating it into their nightlife and drinking occasions. SKYY Infusions Moscato Grape is the first-ever infused vodka to combine the number-one flavor in the wine category with the number-one spirit in the beverage alcohol industry, offering consumers a new spirit that is perfect for sophisticated cocktail moments, capturing the current energy behind both vodka and Moscato wine.
Dubbed "the new Cristal" by the New York Post, Moscato wine has emerged as the darling of modern hip- hop culture and is glamorized in the lyrics of artists, including Drake and Kanye West. Malt liquors, cognac and champagne have been dethroned as the artist's drink of choice as these stars are now seeking something new, sweet, flavorful and vibrant to embody their evolved nightlife personality. The urban community has crowned Moscato as their newest obsession. Being at the forefront of this trend, SKYY is providing fans the bright Moscato taste they love with the versatility of premium vodka.
"Until now, there has not been the option to serve Moscato as part of a premium 'cocktail' other than by simply mixing Moscato wine with vodka. SKYY's newest Infusion provides millennial consumers an easier way to create a sophisticated Moscato cocktail that combines the loved attributes of Moscato and SKYY's award-winning vodka," said Jason Daniel, Brand Director, SKYY Vodka. "Always pushing the envelope with trends and innovation, SKYY Vodka is the first to infuse the Moscato grape directly into premium vodka, combining the two nightlife favorites and providing cocktail enthusiasts and party goers with an easy, delectable cocktail experience."
SKYY Infusions Moscato Grape joins the brand's existing line of premium flavors, which includes Wild Strawberry, Coconut, Dragon Fruit, Blood Orange, Pineapple, Ginger, Cherry, Grape, Citrus, Raspberry and Passion Fruit.
Since the introduction of SKYY Vodka in 1992, Campari America (formerly Skyy Spirits) has always been an innovator. With the development of SKYY Infusions, first released in 2008, Campari America has charted a new course for flavored vodkas by creating products that cater to the current consumer trend toward natural, infused products that elevate the taste experience. In 2011, SKYY foresaw the rise of dragon fruit by launching the first ever dragon fruit infused vodka, SKYY Infusions Dragon Fruit; dragon fruit was recently named the "super fruit of the year" by TIME Magazine. With the launch of SKYY Infusions Moscato Grape, SKYY is once again paving the way for new, on-trend flavor offerings.
SKYY Infusions Moscato Grape will be available in 50ml ($1.99), 375 mL ($10.49), 750mL ($18.49), 1L ($23.49) and 1.75L ($26.99). The launch will be supported by a fully integrated marketing campaign featuring advertising, social media activities, and on-/off-premise promotions. The entire SKYY Infusions collection can be enjoyed simply on the rocks, with club soda, with 7UP(®) or in a myriad of other delicious, sophisticated cocktails.
Original source: Company Release
Earlier today (6 August), Campari released its half-year results. Here, just-drinks takes a closer look at the company's performance in the period by region and by brand....
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