Just in time for the brand's 100th anniversary, Wodka Gorbatschow is giving its ready-to-drink variants Gorbatschow Lemon and Gorbatschow Maracuja a visual refresh: as of now, the cans are presented in a new design and thus attract even more attention on the shelf.
Mixed vodka spirits are on trend: in 2020 alone, sales in this segment rose by 28 percent year on year. Gorbachev RTDs even saw a 48 percent increase in sales over the same period and increased their market share to 26 percent. "In an emerging category, our products have grown disproportionately," says a delighted Jan Rock, Global Head of Corporate Communications at Henkell Freixenet. "To back up our claim as a trendsetter in this segment in product design as well, we have now given the look of our Gorbatschow RTDs a refresh," says Rock.
The core element of the new design is the consistent integration of the brand's ice world into the design of the can. This is complemented by a reduced, more modern logo and the image of the respective fruit as an appetizer. In addition, a new quality banderole with the founding year of Vodka Gorbachev visually enhances the can and thus underscores the high product quality.
Gorbachev Lemon and Gorbachev Passion Fruit in 330 ml cans, each with 10% alcohol by volume, will be available in the new design from June (RRP: €2.89).