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Diageo Unveils New Line Of Flavored Vodkas

DBR Staff Writer Published 22 June 2010

Wine and spirits company Diageo has introduced Ursus Vodka, a new line of flavored vodkas, which comes in four variants.

The spirits company said that Ursus Vodka is a triple distilled vodka available in Original vodka, Blue Raspberry, Green Apple and Punch flavors. The label on the Ursus bottle changes from white to blue when chilled in a freezer.

Adam Rosen, brand director for Ursus, said: We know our party-faring consumers are constantly searching for new ways to stand out at their gatherings, but without breaking the bank. Ursus Vodka's attention-grabbing liquid, quirky polar bear logo and color-changing label makes for a vodka with tons of personality and just the right dose of light-hearted fun at an affordable price.

The launch will be supported by an integrated marketing endeavor that includes promotions, event sponsorship and merchandising, in addition to digital media buys. The Ursus Bear mascot and Ursus Vodka sampling team will hold on- and off-premise sampling events where legal, the company said.

Ursus Vodka will be available in grocery, liquor, club and drug stores nationwide. The 40% Alcohol By Volume (ABV) Ursus original vodka and the 30% ABV Ursus flavored vodkas retail at $10.99 per 750ml bottle.

Diageo's brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. The company trades in around 180 countries throughout he world.