There’s a new brand of flavored vodka coming your way
Colin Joliat Move over Smirnoff and Stoli, there is a new player in the flavor game. WAVE vodka is jumping headlong into the world of flavored vodka, and if consumer trends and pricing have anything to say about it, they’ll do just fine.
With flavored vodkas quickly becoming a favorite, it seems like just about anyone could make be successful (Guyism house vodka?). The key thing for any new brand, however, is market presence. To encourage the retail outlets, they are shipping in branded boxes and including case cards to put along side the display. While that might be enough to attract attention to an established brand, I’m not sure how much it will do for something new. It’s seems as if they are relying mostly on the appearance to sell the product.
“The WAVE brand embodies the spirit of having fun, socializing and sharing creative moments together,” states Tracey Clapp, brand manager for WAVE Vodka. “The design naturally exudes energy and reflects movement and we believe that is interesting for consumers. The brand is unapologetic for its bright colors and it really delivers on taste.”
That’s all sounds nice, but I think the real selling point will be the low suggested price ($8.99) and interesting flavors like “Pink Lemonade” and “Whipped Cream.” When it comes down to it, most consumers notice price first, especially if it’s something they have never tried before. A low price can also be a detriment too though. I’m not a vodka snob, if such a thing exists, but I would be reluctant to buy something that only cost nine bucks. One place where they could make headway though is in bars. Getting a bartender to mix cocktails with your spirit is the easiest way to have people to try it. If they like you in the bar, they’ll love you on the shelf.
WAVE is available in 42 States, Washington DC, and Canada, but time will tell whether or not we have another true competitor in the market. If you see it, what are the chances you give it a try as opposed to going with a staple brand?
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