Skyy Spirits is targeting the US on-trade vodka martini market as part of its launch of Skyy 90.

The Gruppo Campari unit, which today (12 March) unveiled its super-premium vodka offering for the US, is hoping Skyy 90 will succeed where consumers ask for their vodka by brand name in bars.

"We're building relationships with bar tenders in the US, and are looking at consumers who typically brand-call for our market," Christa McNally, Skyy 90's brand manager, told just-drinks.

McNally distanced the offering from Skyy's 2.4m case selling namesake vodka. "The target consumer for Skyy 90 is a little bit older, possibly earning a higher income, who is already a martini drinker who orders their drinks by brand name."

Skyy 90, which has been trialled in San Francisco, Los Angeles, New York and Miami for the last year, will be available nationwide from 30 March - the 90th day of 2007, McNally noted. In the off-trade, a 1-litre bottle will retail at around US$35.