Bacardi has lined up a new television advert in the US for its Grey Goose premium vodka brand’s latest line of lower-abv extensions.
Titled ‘Flora’, the 30-second spot is set to run during the Oscars ceremony pre-show programming on Sunday (25 April) and showcases the brand’s 30%-abv flavoured vodka range, Grey Goose Essences. The ad will then appear on traditional and digital channels in the country throughout the Spring and Summer.
The three-strong line-up, released last month, comprises Strawberry & Lemongrass, White Peach & Rosemary and Watermelon & Basil variants and is made with natural flavours. The range is available now from retailers across the US at an SRP of US$29.99 per 70cl bottle.
Earlier this month, Bacardi unveiled a pop-up Travel Retail store in China to showcase a selection of its premium spirits brands, including Grey Goose.
The flavoured vodka segment has seen slow, but steady, growth in the US in recent years, according to GlobalData figures. Between 2015 and 2019, the sub-category increased volumes in the country at a compound annual growth rate (CAGR) of 1.38%. Furthermore, and unlike many spirits categories, it continued growth, albeit minimally, through 2020 – posting a year-over-year volumes lift of 0.6%. Looking ahead, GlobalData predicts volumes will continue to rise at a slightly accelerated CAGR of 1.8% until 2024.
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By GlobalData
