Extreme Spirits has moved to rebrand its Wokka Saki drink as a vodka to avoid confusion among consumers and trade customers.
Even though Wokka Fusion Vodka has always contained a blend of Japanese sake, fruit and vodka and would continue to do so, it is mainly a vodka-based drink – a message marketing director Tim Day admitted was getting lost.
“We decided it was best to remove the word ‘saki’ and instead emphasise it is a vodka hybrid drink,” he said.
The decision comes as Extreme looks to develop the brand beyond its niche of specialist retailers, bars and Japanese restaurants to appeal to more mainstream retailers in the UK.
Extreme has also launched a 20cl version of the drink, called the Mini Wokka, to boost trial among its target audience of urban 25 to 40-year-olds.
The company plans to make an off-trade marketing push later in the year, including giving away free wooden sake cups with Mini Wokka bottles.
Even though Wokka Fusion Vodka has always contained a blend of Japanese sake, fruit and vodka and would continue to do so, it is mainly a vodka-based drink – a message marketing director Tim Day admitted was getting lost.
“We decided it was best to remove the word ‘saki’ and instead emphasise it is a vodka hybrid drink,” he said.
The decision comes as Extreme looks to develop the brand beyond its niche of specialist retailers, bars and Japanese restaurants to appeal to more mainstream retailers in the UK.
Extreme has also launched a 20cl version of the drink, called the Mini Wokka, to boost trial among its target audience of urban 25 to 40-year-olds.
The company plans to make an off-trade marketing push later in the year, including giving away free wooden sake cups with Mini Wokka bottles.
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