Pernod Ricard to launch Oddka flavoured vodka in UK

oddkaPernod Ricard UK is to launch new vodka range Oddka in the UK, with flavours such as Salty Caramel Popcorn and Fresh Cut Grass.

Produced by Polish vodka maker Wyborowa, the quirky brand is aimed at people aged 18 to 24 with branding featuring the eccentric 19th-century inventor character of Wit Oddoski.

Oddka has proven a success for Pernod Ricard in the US where it was launched last year in selected states such as Alabama, Massachusetts, Pennsylvania and Rhode Island.

It is being launched in the UK on- and off-trade in September, with five flavours: Twist Melon, Peach Bellini, Salty Caramel Popcorn, Fresh Cut Grass and Electricity – a blue-coloured vodka that tingles on the tongue.

They come in 50cl bottles rather than 70cl and all have an ABV of 20 per cent except for Oddka Electricity which is at 30 per cent ABV.

“It’s playing on the fun, irreverent side of vodka and we think it has great opportunity for younger consumers in the UK,” said Pernod Ricard UK marketing director Pat Venning.

In the US, there is also unflavoured Oddka Original and two more flavours, Wasabi and Apple Pie, which are not being introduced to the UK in September.

Launching the brand in the US last year, The Wyborowa Company’s global marketing director Daniel Lundberg said: “The introduction of Oddka is something we have been looking forward to for some time. The experimental qualities of this new brand allow us to broaden our footprint in the vodka category and continue to push the industry’s flavour profiles, expanding beyond the sweet and savoury into experiential flavours that provoke curiosity.”

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