Glen’s Vodka is looking to tap the vogue for fruity spirits with a pair of flavoured drinks.
Glen’s Peach & Passionfruit and Glen’s Strawyberry & Apple (both 20% abv), have rolled out into indies and c-stores in Scotland and the north of England (rsp: £13.99/70cl).
They were “developed in response to growing market trends for complex infusions, lower-alcohol options and more premium liquids”, said the brand, and “provide a dash of fruity flavour at an affordable cost”.
It comes after the price of Glen’s core vodka surged in Scotland after minimum unit pricing was brought into force in May: Edge by Ascential data shows a litre bottle of Glen’s in Tesco Scotland rose from £16.50 to £18.75, while a 70cl bottle rose from £12.50 to £13.13 [52 w/e 7 February 2018].
Sainsbury’s Scotland also hiked the price of a litre bottle to £18.75, but delisted 70cl bottles of Glen’s just weeks after MUP became law.
Glen’s was still the UK’s sixth-largest spirits brand - and its second favourite vodka - at the time of The Grocer’s Top Products report in December, but its sales had fallen into 4.6% decline, down £6.6m year on year [Nielsen 52 w/e 8 September 2018].
The first 24,000 bottles of the new flavoured drinks will roll out with limited-edition neck collars advising shoppers of different serve and cocktail ideas.
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