Paradise launches Katia Vodka
Paradise Beverages (Fiji) Limited launched its new range of flavoured vodka yesterday.
The company’s general manager Mike Spencer said the new product would lift the Fijian made brand in the global market.
Head of Marketing and NPD Rowena Taito said one of their key strategies was to premiumize their brands.
“We have had our whiskey, gin for 20 years and they have been in the same branding and packaging so what we’ve done is not only improve the packaging but the quality of the liquid in the bottle,” Ms Taito said.
“So we’ve triple distilled the vodka which means we have removed all the impurities, brought a more refreshing taste as well included a flavoured in each.”
She added they would absorb the cost of improving the liquid by selling at the cost of the previous vodka range.
“In the local market, retail on the shelf is between $60 – $70 VIP a bottle 1125ml, but in duty free we can capture two bottles of 1125ml at $55. So duty free is the big play for us.”
Ms Taito said they would be exporting their product to New Zealand, Australia, United Kingdom and Samoa.
“Globally we are trying to get into the US with our rums. We will soon be exporting beer to China.”
Ms Taito said they were also looking at rebranding their whisky and gin.
“We are doing some cool experimental stuff with our gin at the moment. We’re trying to infuse it with local herbs and stuff, but that’s all in the plan.”
Mixologist and Onyx Platinum manager Alipate Laveti said the months of trial and error paid off with the final range of Katia-flavoured products.
The Katia vodka is available in straight, pineapple, kumquat and tropical melon.
The launch was held at the Albert Park Pavilion in Suva.