Beam Suntory has debuted three new “sophisticated” flavours for its premium vodka brand Effen.
The new “zesty” Effen blood orange vodka, “sweet and tart” green apple vodka, and “refined” raspberry vodka are bold and distinctive, Beam Suntory said, while still embodying the smooth, clean and crisp taste associated with the brand.
Like all of the Effen’s existing flavours, they are each made using natural ingredients and 100% premium wheat from northern France, before being filtrated and distilled in the Netherlands.
Beam Suntory director, lifestyle brands Halley Kehoe said: “As demand for super-premium flavoured vodka continues to grow, we are always looking to deliver new offerings that are unparalleled in quality and style. From our sleek bottle design to unique, bold flavour offerings, Effen embodies individuality and good taste, and these exciting new flavours are no exception. We know our fans will love them.”
The products’ release follows a breakout year for Effen vodka, it said, having doubled its business in 2015. This was, in part, due to its brand partnership with rapper 50 Cent. The collaboration – including integrations across social media, retail programming and brand-sponsored events, as well as in 50 Cent’s performances and music videos – has already succeeded in introducing Effen to thousands of new fans.
“Adding these new flavors to the Effen line-up is just one of the many things we’ve been up to,” said 50 Cent. “Effen stands for ‘smooth’, and these new flavours deliver on that promise.”
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