PAMA Pomegranate Liqueur Launches PAMA Seltzer

— June 9, 2022
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PAMA Pomegranate Liqueur announced today the launch of PAMA Seltzer, the latest ready-to-drink offering in the award-winning Heaven Hill Brands portfolio. Like the liqueur, PAMA Seltzer is made with real fruit juice and a vodka base with a touch of tequila. Available in three flavors, PAMA Seltzer offers a light and crisp taste of pomegranate in the RTD space.

PAMA continues to stay right on trend, first launching during the height of the pomegranate superfruit craze in 2005, and now capitalizing on the growing flavor trend with pomegranate flavored spirits up more than 61%. Now consumers can enjoy the flavor of the versatile liqueur in a convenient, premium offering at 4.5% ABV and 120 calories. PAMA Seltzer is available in 12 oz. slim cans in a four-pack pomegranate flavor offering with an SRP of $12.99 and a six-pack variety flavor offering with an SRP of $16.99. The six pack will feature two cans each of pomegranate, blueberry pomegranate and mandarin orange pomegranate.

“Much like it’s initial launch, PAMA again delivers on premium innovation by filling a niche in the RTD space with a real pomegranate fruit juice offering in PAMA Seltzer,” said Molly Vincent, Brand Manager. “The unique vodka and tequila-based seltzer is a convenient way for consumers to enjoy the refreshing taste of PAMA at any occasion.”

First launching in Michigan, Pennsylvania, North Carolina, Texas, Florida, Wisconsin and Massachusetts, PAMA Seltzer will be supported by digital and influencer marketing, complemented by robust point-of-sale materials.


Lauren Newcomb
Heaven Hill Brands

Images: Download here.

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