New flavors the name of the game

There's no standing still in the drinks industry, not with new competitors and new products popping up on a nearly daily basis.

Several familiar brand names are introducing new flavors to the market. Beam Global Spirits & Wine Inc., for one, has come out with three new flavors for its Gilbey’s vodka. DeKuyper, the maker of cordials and liqueurs owned by the same company, has launched its Tropical line. Hiram Walker, owned by Pernod Ricard, is unveiling two new flavors of schnapps. And, Diageo is adding new flavors through both its Smirnoff and Captain Morgan brands.

Gilbey’s new flavors are citrus, raspberry, cherry and grape, which research says are the top flavors in the economy vodka niche. Flavored vodkas within that market grouping grew at a 22% rate in 2006, outpacing growth for the overall economy vodka category, according to the Distilled Spirits Council of the United States (DISCUS).

The new 70 proof Gilbey’s vodka flavors will be available in 750ml, 1L and 1.75L bottles beginning in May.

DeKuyper is aiming for a May market debut for its new Tropical Mango, Tropical Pineapple Coconut and Tropical Papaya cordials. The Tropical line will bring to nearly 60 the number of flavors in all its lines.

The new 30-proof products will be available in 50ml, 750ml and 1L bottles. A 750ml bottle has a suggested retail price of $9.99.

According to the DISCUS figures, cordials and liqueurs represent 14.4% of total spirits growth in 2006.

Hiram Walker is introducing the industry's first pink grapefruit- and pear-flavored schnapps. That will bring to 38 the number of flavors in the company line of schnapps and flavored brandies.

Both products will be available in 50 ml, 750 ml and 1 L sizes and carry a suggested retail price of $8.99 to 11.99 for the 750 ml.

Meanwhile, Diageo is launching new flavors through its Smirnoff and Captain Morgan brands.

Smirnoff Raw Tea, which had been available only in the Northeast, is going national in May with three flavors: lemon, raspberry and the new green tea. All are non-carbonated and made from real tea with natural fruit flavors.

Smirnoff Ice Pomegranate Fusion is the latest flavored malt beverage in the Smirnoff Ice line.

Captain Morgan Parrot Bay Pineapple Colada joins a line that already offers Sunset Surf, Matava Blue and Wave Runner. the new flavor is a mix of pineapple and sweet coconut, with a malt base.

All the new Diageo products will sell for a suggested retail price of $7.49 per six-pack.

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