Diageo Launches New Colored, Flavored Vodka Line — Ursus VodkaJune 24, 2010
New York, NY – Just in time for the summer, Diageo, the world's leading premium drinks business, today announced the launch of Ursus Vodka, a line of premium, brightly-colored flavored vodkas. To signal the ideal serving temperature for Ursus, the label on the bottle changes from white to blue when chilled in a freezer.
Ursus, Latin for “bear,” is a bold, triple distilled vodka with a unique line-up of Original vodka, Blue Raspberry, Green Apple and Punch, a flavor first in the vodka category. In addition, the cold-activated label is the first of its kind in the spirits industry.
“We know our party-faring consumers are constantly searching for new ways to stand out at their gatherings, but without breaking the bank,” said Adam Rosen, Ursus Brand Director. “Ursus Vodka’s attention-grabbing liquid, quirky polar bear logo and color-changing label makes for a vodka with tons of personality and just the right dose of light-hearted fun at an affordable price.”
The launch will be supported by an integrated marketing effort that includes promotions, event sponsorship and merchandising, in addition to digital media buys. The Ursus Bear mascot and Ursus Vodka sampling team will hold on- and off-premise sampling events where legal.
Ursus Vodka will be available in grocery, liquor, club and drug stores nationwide. The 40% Alcohol By Volume (ABV) Ursus original vodka and the 30% ABV Ursus flavored vodkas retail at $10.99 per 750ml bottle.
Whether chilled straight, on the rocks or with a favorite mixer, Ursus Vodka should always be enjoyed responsibly.