Diageos American Anthem Vodka

Diageo's American Anthem Vodka

Diageo's American Anthem Vodka

Category - Spirits, vodka, US, 40% abv

Available - From this month

Location - The US

Price - MSRP of US$14.99 per bottle

Diageo is looking to tap into the patriotism of US consumers with the launch of an American-produced vodka in the country. American Anthem, which rolls out across the US this month, is produced using corn grown in Indiana and Iowa.

The gluten-free expression, which has been distilled five times, has been "uniquely designed to celebrate the American spirit", Diageo said late last week. A donation of US$1 from the sale of each bottle will be split between two charities, Operation Gratitude and The Mission Continues, both of which work with military personnel and their families.

"American Anthem inspires us to unite with the pride, the generosity, the people and the uniquely American values of the place we call home," said Ryan Robertson, Diageo's brand director for American Anthem. "We're honoured to be able to offer additional local engagement opportunities for consumers to give-back with (Operation Gratitude and The Mission Continues) via our brand website."

Diageo has been wrestling with declining sales in the US of its Smirnoff vodka brand in recent times. Earlier this year, the group said the brand's sales in the six months to the end of December fell in the US by 2%, following a 5% slide in the comparable period a year earlier.

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Expert analysis

Global vodka insights - market forecasts, product innovation and consumer trends

Global vodka insights - market forecasts, product innovation and consumer trends

Global vodka sales fell by 3.4% between 2015 and 2016 to 461.3m cases, representing a slightly accelerated rate of decline over the 2012-2016 CAGR of -1.3%. The performance of the overall market was m...read more