MGP’s Luxco Vita Frute Blood Orange
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Category – RTD, vodka-based, 5% abv
Available – From this month
Location – The US
Price – SRP of around US$9.99 per four-pack of 35.5cl cans
Luxco, the US distiller acquired by MGP Ingredients earlier this year, has added a Blood Orange flavour to its Vita Frute range of vodka soda RTDs.
The extension joins Lime Basil, Pineapple Coconut and Grapefruit in the Vita Frute range and will be available in a four-pack and a variety pack. All Vita Frute RTDs are made with vodka and contain 100 calories per 35.5cl can and no sugar.
In January, MGP confirmed its intention to buy Luxco in a deal worth US$475m. Luxco is best known for its Kentucky Bourbons including Ezra Brooks and Rebel Yell but also owns a distillery in Jalisco, Mexico, which produces the El Mayor Tequila.
MGP specialises in producing base spirit for a number of third-party spirits brands in the US. The company said the Luxco acquisition signals a move into higher value-added products.
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Unilever- A Deep-dive into Product Launches and Advertising Strategy
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