Product Line Expansion
Virga Vodka Sodas (RTDs)
The Ask
How do we stay relevant and attractive to vodka drinkers in one of the most competitive categories in the spirits market, as more mainstream brands enter the scene and introduce RTDs in Nova Scotia and Ontario?
The Answer:
Create our own delicious, unique RTD (ready-to-drink) beverage! It would be tone-deaf and not make good business sense if we didn't listen to what consumers want. Adapting and responding to the way a market is trending isn't about following an industry fad or just joining a temporary movement to keep market share - it's about listening to your customers and it's good business.
We knew our original craft vodka was exceptional in its taste and product quality. Now it was simply time to add a splash of flavour and shake up the packaging so our loyal customers could enjoy on multiple occasions - not only at their home bar for mixing cocktails, but also pre-packaged and ready to grab for the dock, beach or summer backyard party!
The Result
We created two delicious flavours! Starting with Virga Vodka Mandarin Citrus and more recently Virga Vodka Crancherry with notes of cranberry and black cherries.
We were proud to carry over the same product ingredients and details as with our 750ml bottleof triple-distilled handcrafted vodka - our RTDs use the same artesian water, are gluten-free, sugar-free and 0 calories. The vodka sodas are 6% alc./vol. and come in 355ml cans in six-packs or singles, making them super easy to pack. It was important to meet all these expectations for consumers to stay competitive in the market.
To launch the new product line, I created a brand awareness campaign that utilized digital ads and influencer marketing. Leading customer feedback has about Virga Vodka Soda's subtle flavour and effervescent mouth feel - two things that we hear competitors often get wrong in this category, as many products are too sweet and made with artificial flavours. Sales kicked off strong and continue steady today.
