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Taboo Red Berry Sour vodka fusion launched

Taboo has launched a new flavour to its range of vodka fusion drinks, Taboo Red Berry Sour. The new product will join the Original Peach and Tropical Juices and Blue Pineapple and Tropical Juices variants and aims to capitalise on the current trend for sour based spirit drinks.

Available now in Asda stores with an RRP of £10 per 70cl bottle, Taboo Red Berry Sour 14.9%abv has been designed with the evolving consumer palate in mind as the sour drinks category reaches a value of £15m*.

William Grant & Sons says new serves, such as the Taboo Sour Cooler, have been created to encourage consumer trial of the liquid and the launch will be backed by a PR and social media campaign.

Taboo Red Berry Sour also benefits from a new brightly coloured shrink wrap label, which has been designed to be highly visible for increased stand out on shelf and to differentiate it from the Original and Blue Taboo variants.

This latest development follows the pack refresh in spring last year and the brand hasn’t ruled out releasing additional flavour extensions in the future.

“Taboo remains a popular vodka drink with a loyal following, so we’re confident that Taboo Red Berry Sour will be welcomed by our existing consumers as well as introduce new drinkers to the brand. New product development is vital to maintain consumer interest and for the long-term growth of brands. Being an independent company allows us to innovate and we hope that launching the new flavour now, during the summer months, will help us to bring excitement to the category and meet consumer needs for versatile, refreshing drinks,” says Paul Curry, brand manager for Taboo at William Grant & Sons UK.

“We are hugely excited about this new development for the brand. This is the first time that Taboo has introduced a new sour flavour to its core range and the launch gives us an opportunity to capitalise on the growing popularity of sour drinks. The off-trade liqueurs and specialities market is in growth and worth almost £500m**, and as 10% of value sales are coming from new products, it’s clear that consumers are looking for continued innovation in the category."

Taboo Sour Cooler
1 part Taboo Red Berry Sour
 2 parts lemonade or soda
 Serve over ice cubes in a 10oz high ball glass
 Garnish with a fresh strawberry
 Taboo Sour Spritz
 1 part Taboo Red Berry Sour
 1 part prosecco
 Serve over ice cubes in a large wine goblet
 Garnish with a fresh strawberry

*Nielsen Scantrack Data to January 2014
**William Grant & Sons UK Market Report 2014


1 August 2014 - Felicity Murray The Drinks Report, editor