US: Drinks Americas’ Olifant sales ahead of expectations

By just-drinks.com editorial team | 9 June 2009

Drinks Americas Holdings shipped ten containers of its newly acquired Olifant Vodka in the first quarter fiscal 2010, generating a better-than-expected US$200,000 in sales.

Patrick Kenny, president and CEO of Drinks Americas, said: "It took a period of time for us to get orders and production back on line after our acquisition, but sales are now well beyond our initial expectations."

Olifant Vodka is supported by the national 'Olifant Vodka Blazed & Confused Concert Tour' featuring Snoop Dogg, Slightly Stoopid, Mickey Avalon and Stephen Marley, beginning in Las Vegas on 10 July.

Kenny said: "In this economy, people are entertaining at home more often. When they do, they are looking for a bargain. Olifant Vodka delivers value and quality beyond what is typical for its price point, particularly when consumers purchase the 1.75 litre size. The tour has been a great vehicle in generating visibility of the brand to those customers. Sales are resulting."

Drinks Americas acquired Olifant Vodka in January. The spirit is produced in the Netherlands and is identifiable by a trademark elephant on its label. It was expected to instantly add $1.5m in revenue to the company, according to Kenny.

Sectors: Spirits

Companies: Drinks Americas