Vodka Gorbatschow adds another party classic to RTD range

With varieties such as Gorbatschow Lemon, Gorbatschow Maracuja, Gorbatschow Sex on the Beach and Gorbatschow Hard Seltzer, Gorbatschow is the market leader in the vodka mix segment1. Now the brand is adding another mixed drink to its RTD range: Gorbatschow Energy. The mix of caffeinated soft drink and Gorbatschow vodka, will go on sale in March. In doing so, Vodka Gorbachev is responding to a long-standing market trend: between September 2021 and September 2022, pre-mixed vodka energy drinks recorded a 19 percent increase in sales2 and now already account for around a third of all vodka RTDs in German food retail3.

"The vodka energy premix category is developing dynamically," explains Jan Rock, Head of Communications at Henkell Freixenet. "As the market leader for vodka-mix drinks, we therefore want to complement our successful RTD range with our own vodka energy product."

At POS, attention-grabbing secondary placement displays provide additional sales impetus. The 1/4 Chep display is equipped with 72 cans, distributed over 2 layers.