27-Jan-2021 - Amber Beverage Group

MOSKOVSKAYA VODK taps into booming hard seltzer category

Amber Beverage Group-owned iconic vodka brand Moskovskaya® Vodka has designed a new Moskovskaya Street hard seltzer inspired by the iconic Moscow Mule cocktail. Canned at 4.5% ABV, two new products, with delicate notes of Raspberry & Lime and Ginger & Mint, will be available throughout Europe; the first market to launch this product being the United Kingdom in early February.

According to the IWSR, hard seltzers have experienced a meteoric rise (43% of all mixed drinks) in the US, and in the UK the category is also growing strongly and is expected to contribute to the fast growth in RTD consumption in the UK over the next few years.

“As hard seltzers are likely to see the highest growth rate within the UK’s RTD category, this is the right moment for Moskovskaya to deliver an authentic, fresh variation of the iconic brand that will fit UK consumer preferences,” said Simon Thomas, the Managing Director of the UK-based distribution company Cellar Trends.

The new expressions of Moskovskaya’s hard seltzers will be available in a slim 250 ml can for on-the-go convenience, delivering fresh taste notes of Ginger and Mint, combined with Moskovskaya Osobaya Vodka, and Raspberry and Lime taste notes, complimented by the innovative Moskovskaya Pink Vodka. Cellar Trends will be launching the products in the Convenience channel.

“There have been several takes on this trend from experimenting with the flavours, alcohol base and level, number of calories, design and other aspects, and as a historical vodka brand we wanted to create an exciting new option that is an authentic yet modern experience for the Moskovskaya consumer,” said Felicity Gransden, the Global Brand Ambassador of Moskovskaya Vodka.

“Following the effects of the lockdowns, our drinking habits have changed over the past year. More and more people are enjoying a drink at home rather than going out. Despite being at home, consumers are still looking for a high quality, delicious cocktail. The hard seltzer offers a ready-to-go cocktail with the perfect balance of flavour to enjoy Moskovskaya,” said Felicity Gransden.

The Amber Beverage Group-owned Moskovskaya® Vodka brand is now available in over 65 markets worldwide, with a strong and recognised following in the key strategic markets of Italy, Canada, Spain, Portugal, Lebanon, the Baltics and the UK. The brand has received numerous awards and accolades from experts in worldwide competitions since it received its first Gold medal in 1954 at the International Trade Fair in Bern.

Facts, background information, dossiers
  • vodka
  • taste
  • Amber Beverage Group
  • ginger
  • alcohol
  • flavours
  • hard seltzer
More about Amber Beverage Group