Deep Eddy Vodka Launches RTD Products and Drinkworks® Pods
Deep Eddy Vodka recently launched its first products in the ready-to-drink (RTD) cocktail segment and debuted its first collaboration with beverage innovation company Drinkworks®.
Deep Eddy Lemon Vodka + Soda and Deep Eddy Ruby Red Vodka + Soda
In July Deep Eddy Vodka introduced Deep Eddy Lemon Vodka + Soda and Deep Eddy Ruby Red Vodka + Soda as a canned four pack across limited markets: Texas, Colorado, South Carolina and Maryland. The new cocktails are made with the same integrity of real flavor and attention to quality the flagship brand is known for.
The RTD sector has grown to become the second-largest alcohol category in the United States this year, according to IWSR. As Deep Eddy Lemon tops competition as the fastest-selling citrus Vodka, and Deep Eddy Ruby Red continues to lead the grapefruit segment, the brand believes Deep Eddy Vodka + Soda is the ideal mix for these test markets.
Associate Brand Manager Kathryn Finn said the brand team will conduct in-depth consumer research to better understand the consumer pull for a Deep Eddy specific RTD in an already-saturated category. The test markets represent well-established Deep Eddy Vodka markets.
“Trend wise, with regard to the larger RTD space and vodka space, there are a lot of new entrants,” she said. “Consumers are looking for convenience while also looking at the quality of the product and their make up.” As the real juice component differentiates Deep Eddy Vodka in the vodka space, Finn says it will also differentiate Deep Eddy Vodka + Soda.
The new RTD packaging is also a standout on the shelf, featuring a colorful sleeved can depicting a slice of each fruit flavor, the Deep Eddy Flavor logo with “Vodka + Soda” prominently displayed on the face and the flavor written in script on the side.
Finn said the product will not be merchandised alongside other Deep Eddy goods. Rather, it will be placed in stores near other RTD products.
Many contributors across the organization had a hand in the launch of Deep Eddy Vodka + Soda, including the procurement team, who worked tirelessly to identify a copacker and secure different components in time for the critical summer release.
Digital and out-of-home media, as well as complementary branded floor bins, cooler bins, metal buckets and koozies are supporting the initial launch. Deep Eddy Vodka + Soda cans launched for an SRP of $11.99.
Deep Eddy Day Drink Variety Pack
Beginning in late June Deep Eddy Vodka and Drinkworks hit the road to host block parties for four lucky winners of its PRESS. PLAY. SWEEPSTAKES, helping consumers reconnect with friends and family over elevated at-home cocktails and the music they love.
The sweepstakes, which kicked off with an exclusive Los Angeles block party featuring a private live performance by country music superstar Chris Lane, marked the debut of the Deep Eddy Day Drink Variety Pack.
Running through August 1, customers have a chance to win a block party featuring a live performance by a local musician and a mobile bar serving Drinkworks’ Day Drink Variety Pack cocktails. Fifty additional winners will receive Block Party Kits, which include a Drinkworks Home Bar and a Visa gift card. The Deep Eddy Vodka field marketing team will continue to promote the pack through pop-up neighborhood concerts.
The Day Drink Variety Pack, a limited edition, co-branded product, includes the Ruby Red Sparkler, Lemon Splash, Cran Codder and Texas Tea, all made with premium, natural ingredients and featuring Deep Eddy’s handcrafted, 10x-distilled vodka and real juice.
The new product is an outgrowth of our partnership with DrinkWorks to develop cocktails for the Drinkworks Home Bar system. Through the licensing agreement, consumers will be able to enjoy signature Elijah Craig Bourbon and Deep Eddy Vodka cocktails from DrinkWorks Pods.
Drinkworks is a design-driven, user-centric beverage innovation company, defining new ways to make it remarkably simple to enjoy a variety of bar-quality drinks at home with convenience. The Home Bar is a first-of-its-kind appliance designed to use Drinkworks pods to prepare cocktails, brews, ciders and more at the touch of a button. A joint venture between Keurig Dr. Pepper (Keurig) and Anheuser-Busch InBev, Drinkworks is committed to making the entire drinking experience – from purchase, to creation, to enjoyment – more remarkable through innovation.
For more information and to see a list of participating retailers in each state, please visit www.drinkworks.com.