The Hardy Wine Company is set to introduce a new vodka to Australia.

The Constellation Brands-owned company said today (12 September) that it will launch Effen Vodka in the country this month. The brand, which will launch in original and black cherry flavours, is owned by Planet 10 Spirits, a joint venture between Constellation's Barton Brands and Chicago-based jstar Brands.

"The vodka category continues to flourish in Australia and with an innovative brand like Effen Vodka, we are looking forward to sharing it with a new breed of vodka aficionados," said Hardy's CEO David Woods.

"The growth of Effen Vodka in the US has been so rapid, we could not wait any longer to expand our presence to international markets," added Planet 10's CEO Jon Deitelbaum. "Our partnership with Hardy Wine Company makes it possible for vodka drinkers and bar-goers worldwide to fall in love with Effen Vodka's incredibly smooth and clean taste."

Effen will be available in the Australian off-trade for RRP A$49.99 (US$37.66) per 700ml bottle. The brand will also be served in selected on-trade premises.

Earlier this year, Planet 10 secured sponsorship for Effen of a car in the Indianapolis 500 race. The Effen Vodka Team Leader Special was driven by Indianapolis 500 veteran Stephan Gregoire.