US/HUNGARY: Diageo extends Zwack liqueur roll-out

By just-drinks.com editorial team | 20 February 2007

Diageo is rolling out Hungarian liqueur Zwack to a second US state after a successful test launch.

Diageo North America said today (20 February) that it would start selling Zwack in Ohio next month. Zwack, a super-premium liqueur distilled spirit made from over 40 natural herbs and spices, initially went on sale in Buffalo last year.

Tom Herbst, director of innovation at Diageo North America, told just-drinks that Zwack is one of the world's most "iconic brands".

"When we talk about Zwack, we call it the national shot of Hungary. It's a smooth and masculine product," Herbst said.

Zwack is designed to be drunk as a frozen shot or mixed with an energy drink, created a beverage, Herbst said, that is labelled a Zwack Attack.

Herbst said Zwack would retail at around US$22.99, some US$2 above the price of Jagermeister. Herbst added: "The energy shot market is growing at a very good clip in the US."

Diageo would decide whether to roll out the product further "depending on performance", Herbst added.

Zwack is produced by Hungarian distiller Zwack Unicum Co., in which Diageo holds a minority stake. Zwack Unicum also acts as Diageo's distributor in Hungary.

Sectors: Spirits

Companies: Diageo