Bacardi has announced that it will be launching Grey Goose Essences in the UK in three flavors -- a decision made by the brand following its already highly successful rollout in the US.
For those unfamiliar, Grey Goose Essences are a new product made with Grey Goose vodka and infused with cold-distilled botanicals and real fruit essences. In addition, the company has said that following the UK launch of Grey Goose Essences the brand will eventually roll out a ready-to-drink vodka spritz version featuring a 4.5% ABV per 250ml can.
"We know consumers are looking for natural yet flavourful tasting drinks and trading up to more premium quality products, with many choosing to drink less, but better. When you start with quality ingredients, you can make a delicious cocktail easily, it can be as simple as just adding soda or tonic," said Grey Goose Brand Director, Kate Whitehead.
Fruit Essence-Infused Vodkas
Bacardi is Set to Launch Grey Goose Essences in the UK
Trend Themes
1. Fruit Essence-infused Vodkas - The trend of creating flavoured vodkas with natural fruit essences is on the rise, providing opportunities for brands to create unique and innovative flavour combinations.
2. Ready-to-drink Cocktails - The demand for ready-to-drink cocktails is growing among consumers who want convenience and premium quality products, creating opportunities for brands to offer innovative and appealing products in this category.
3. Premiumization of Beverages - Consumers are willing to pay more for premium quality beverages with natural ingredients and unique flavour profiles, creating opportunities for brands to innovate and create new products in this space.
Industry Implications
1. Alcohol Manufacturing - The alcohol manufacturing industry can take advantage of the growing trend of fruit essence-infused vodkas to create innovative and high-quality products that appeal to consumers looking for natural and unique flavours.
2. Ready-to-drink Beverage - The ready-to-drink beverage industry can leverage the trend of consumers looking for convenient and premium quality products by introducing innovative new products in the category, such as Grey Goose Essences and vodka spritz can.
3. Beverage Marketing - The beverage marketing industry can benefit from the premiumization trend by creating engaging advertisements and marketing campaigns that highlight the natural ingredients and unique flavours of high-quality beverages, such as Grey Goose Essences.