CENTER STORE

Long Tail Libations launches high-end organic vodka

BY Tara Smith

CHICAGO Anheuser-Busch, the parent company of Budweiser, is branching out beyond domestic beer with the launch of its own superpremium organic vodka, Purus.

Made from Italian wheat, Purus is the second spirits brand developed by Anheuser-Busch’s product development arm, Long Tail Libations. The first, launched in 2005, was Jekyll & Hydle, a combination of raspberry and licorice-flavored liqueurs. Purus, selling for $35 a bottle, will initially be marketed in the most exclusive high-end lounges, restaurants and specialty grocery and liquor stores in the Northeast, according to the company.

The teardrop-shaped bottle touts Purus’ green credentials: it is 100 percent recyclable and the “tree-free” label uses soy-based ink. The company also said it will plant one tree for each of the first 100,000 registrants at Purus’ Web site. The company is looking to further extend its portfolio—over the summer it filed trademark applications for pomegranate and acai-flavored vodkas and cachaca.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?
CENTER STORE

Dr Pepper adds another flavor to its stable of diet soft drinks

BY Allison Cerra

PLANO, Texas Cadbury Schweppes is set to premiere a new beverage for one of its biggest brands.

The beverage maker will be rolling out Cherry Chocolate Diet Dr Pepper, the third flavor extension in the brand’s history.

The new beverage combines the taste of Diet Dr Pepper with a sweet cherry dipped in luscious chocolate. The drink contains no calories or carbohydrates.

Dr. Pepper’s first brand extension, Cherry Vanilla, launched in 2004, was the company’s most successful product introduction in more than a decade and was followed by the wildly popular Dr Pepper Berries and Cream, the company said.

Cherry Chocolate Diet Dr Pepper will be available for a limited time only.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?
CENTER STORE

It’s Miller Time for Grolsch

BY Tara Smith

LONDON London-based beer giant SABMiller on Monday announced its offer of $1.2 billion for Dutch brewer Grolsch, which is still sold in bottles with a ceramic stopper.

SABMiller, whose brands include Miller Lite in the United States, is betting beer drinkers will be willing to pay more for the Dutch beer, brewed in Enschede, Netherlands. The company is following in the consolidation trend of other big beer groups, including Amsterdam-based Heineken, which added diversity in its portfolio by acquiring local or niche brands and applying its marketing and distribution clout to serve the brew to a wider audience. “Grolsch fills an important gap in our portfolio, which lacks northern European brands,” SABMiller Marketing Director Nick Fell told analysts during a conference call.

Although Grolsch has wide global name recognition, 75 percent of its sales are still in the Netherlands, meaning there is a lot of potential for the brand in the international market. Grolsch shares with Heineken a certain Dutch flavor not found, for instance, in American beers. SABMiller will try to market Grolsch in places like Colombia where upwardly mobile beer drinkers want a beverage that conveys status but doesn’t challenge their taste buds too much. “We see significant potential across Africa and Latin America, where the premium market is still in its infancy,” SABMiller’s chief financial officer, Malcolm Wyman, told analysts.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?