Caffeine and guarana infused vodka to stimulate consumers

Posted by Isobel Drake on 17th June 2008

p.i.n.k vodka, the first 80-proof ultra-premium vodka infused with caffeine and guarana, is to be made available in Australia from July.

Made from the handcrafted vodka from Holland, p.i.n.k. vodka contains a flavorless caffeine and guarana formula that does not disrupt the vodka’s exceptional quality, according to the company. The product launched in 2006 in the US with great success and it has since won a number of awards. The company has recently released a new line of infused spirits to capitalise on US demand, with imported Rum, Tequila, Gin, White Whiskey, and Sake all incorporating flavourless caffeine and guarana.

The step into the Australian marketplace is reportedly in response to great demand from Australian consumers. “For more than a year, we’ve been bombarded by requests for p.i.n.k. vodka in Australia,” said David Mandell, President & CEO of The p.i.n.k. Spirits Company. “We’ve now selected a tremendous partner to help us introduce the brand.”

p.i.n.k. spirits is to be imported and distributed by Australian-based Global Beverage Marketers.

“The response to p.i.n.k. vodka has been overwhelming,” said Marius Mierzejewski, the International Sales Manager for Global Beverage Marketers. “p.i.n.k. vodka, and it’s exciting components, are tailor made for the Australian market.”

With the Government’s tougher stance on binge drinking it might not be the most suitable time to enter the alcohol industry in Australia. However, the popularity of energy drinks in Australia and the reported demand for the product could dictate success as the product fills a gap in the market that has yet to be met.