US: Purus vodka finds new lease of life
Purus used to be owned by Anheuser-Busch's Long Tail Libations spirits unit
The former Anheuser-Busch-owned Purus vodka brand is gaining new ground, four years after it was sold off in the InBev takeover.
The organic wheat vodka from the Piedmont region in Italy was part of Anheuser-Busch's Long Tail Libations spirits unit but fell victim to a brand clearout shortly after InBev bought its US rival in 2008. New owners Pure Holdings relaunched the drink in April last year and announced this week that they will expand US distribution from four to eight states.
Purus will now be available in Illinois, Texas, North Carolina and New Mexico. The brand can already be bought in Missouri, Arizona, Florida, and Ohio.
Pure Holdings, a consortium of investors in Missouri, said Purus was the first brand to come out under its name.
“Anheuser-Busch had spent a lot of money developing Purus before the InBev takeover,” said a spokesperson for Pure Holdings. “We hope to be announcing new brands from over the next couple of weeks but first we want to get the Purus brand established.”
Pure Holdings launched Purus with Grey Eagle Distributors, Missouri Eagle Distributors, and Krey Distributing in Missouri. The company has signed similar agreements in each of the four new states it is entering.
The roll-out will be supported with print, digital and out-of-home advertising featuring the brand's droplet-shaped bottle.
Purus is made by the Sacchetto family in Lagnasco, Italy, using organic wheat grown in the region.
The vodka is available in 75cl bottles and is 40% abv.
Anheuser-Busch previously launched the vodka in November 2007.
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