The new Skyy Infusions range arrives next month in Citrus, Passion Fruit and Raspberry (rsp £14.99). It was launched in the US last year and is already the market-leading brand there in flavoured vodka. Unlike other flavoured vodkas, which add artificial flavourings, Infusions is manufactured using a fruit flavour extraction process to give a fuller and riper taste.
Infusions would have a more premium appeal to Smirnoff's Lime and Green Apple vodkas, which are being launched this summer with a lower rsp of £13.75, said Katie Warren, Skyy marketing manager.
Consumer demand for premium vodkas is growing. Sales of brands with an rsp of £14 to £19 grew 22% in 2008, with most growth via the off trade [Nielsen]. A regular Skyy vodka is listed in the multiples.