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XB Brings European Flavor to Quench U.S. Market

May 7, 2013 By: Nightclub & Bar


Imagine lying on the French Riviera amid a sea of beautiful people, soaking up the sun and sipping a chic cocktail...

This is the feeling behind XB, a new premium vodka cocktail inspired by the sexy, sophisticated lifestyle of the Côte d’Azur.  XB makes its U.S. debut following its premiere at last year’s Cannes Film Festival, gaining traction across Europe with sponsored parties in London, Paris and Madrid.   Among other kudos, XB earned “Best New Brand of the Year” at the 2012 Monaco International Clubbing Show (MICS).

A high-quality premixed spin on the classic “Sex on the Beach” cocktail, XB starts with premium vodka triple-distilled from pure Swiss glacial mountain water, blended with the finest orange, cranberry, peach and grape juices sourced from the U.S., France and Italy.  Its relatively modest 12.5% alcohol content, similar to a glass of wine, allows it to serve as a daytime drink, indoors or under the sun, easily transitioning to the club scene at night.  XB is designed to be enjoyed alone or as a complement to other spirits, blending well with champagne or sparkling wine as easily as vodka, gin, tequila or whiskey.

Along with on-premise sales, XB will be available at retail in two bottle sizes, 750 ml (appx. $30 SRP) and 1.75 liter, with 250 ml cans coming soon.  Initial U.S. markets will include Los Angeles, San Diego, Las Vegas, Miami, New York and Chicago.

In light of its heritage, XB incorporates a nautical theme in its bottle design and a color palette seen on masts and staffs across Europe also resonant with American audiences.  Its tapered red stripes and blue iconography are set against a clean white backdrop, the brand personified by a young woman kneeling in the sand holding an umbrella.

XB will make its U.S. trade debut at the 70th annual Wine & Spirits Wholesalers of America (WSWA) Convention & Exposition in Orlando, from April 28-30.  In addition to its presence in the exhibit hall (Booth #1413) and hospitality suite, it will lubricate two events taking place at The Ritz-Carlton on April 29.  The first, from 5:00-6:30 p.m., is the Wholesalers Reception Sponsored by XB.  From 8:00 p.m.-midnight, comes the official XB launch party, to include cocktails, decadent desserts and pulsing entertainment.

Brian Stewart, one of L.A.’s top mixologists, will be shaking up signature XB cocktails throughout the WSWA show (including the Giddy Up! with 1 oz. rye whiskey, ¾ oz. grapefruit juice, ½ oz. lime juice and 1 oz. XB) and will maintain an ongoing relationship with the premium brand.  Swedish Egil, a groundbreaking electronic dance music DJ who founded the hugely popular web/radio platform Groove Radio, has been engaged to oversee music programming for the XB launch party and others to come.

Following WSWA, XB will roll out regionally through a series of events including food & drink festivals, spirit competitions, fashion shows, club parties, beach blasts and other select lifestyle and entertainment events.

The XB rollout effort is led by a team with deep experience in premium spirits, brand launches and special events.  It includes Aaron Dean and John Robert Sutton, founders of San Diego-based HTF Global, a provider of fine spirits and food from around the globe; Walford Wilkie, a world-leading specialist in the creation and development of premium brands; and Todd Infurna, a sales and marketing expert integral to the launch of Jones Soda and Monster and Rockstar energy drinks.


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