Au Vodka is to introduce a higher-abv, caffeinated RTD range in the UK.
The Swansea-based supplier has unveiled a duo of flavours under a sub-brand called Au Vodka Ultra.
Cans in Blue Raspberry and Strawberry Burst have launched in all UK wholesalers and via DTC (rsp: £3.79/500ml). They carry an abv of 7% and contain 25mg of caffeine per 100ml.
Read more: Gold standard: The meteoric rise of Au Vodka
Ultra combined ”ultra-premium vodka infused with a high caffeine content” for a “strong yet smooth serve that’s packed with flavour”, Au Vodka said.
It was developed after Au identified a “massive gap” in the enhanced RTD category, said the brand’s UK, Ireland and duty-free sales director Tom Smith.
“The current offerings feel generic and lack the premium edge today’s consumers crave,” said Smith. “We’re stepping in to deliver a bold, attention-grabbing product with the same level of innovation, style, and credibility that Au Vodka is known for.”
The NPD will sit alongside Au’s standard 5% abv vodka sodas and 8% abv nitro-infused cocktails.
Au – founded by Charlie Morgan and Jackson Quinn in 2015 – stormed into The Grocer’s Britain’s Biggest Alcohol Brands report last year after sales swelled 71.3% to £41m [NIQ 52 w/e 21 April 2024].
The supplier is also a top five RTD brand, despite only launching cans in 2021 [NIQ 52 w/e 7 September 2024].
Earlier this year, the brand opened a £3m, 60,000 sq ft brand home, complete with a make-your-own flavoured vodka experience and a nine-hole mini golf course.
Au revenues surpassed £70m in 2024, the brand told The Grocer in February.
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