South Carolina’s Grain & Barrel Spirits has extended its Dixie Vodka brand to include a peanut butter & banana-flavoured American whiskey.
A repositioning of the company’s brand as Dixie Spirits will see the packaging for the five-strong vodka range receive a refresh. At the same time, Dixie Delight will roll out locally in South Carolina’s off-premise channel and online for US$29.99 per 75cl bottle.
The 35% expression continues the play on southern cues, described by its owner as a “backstage pass to the heart and soul of country music”.
The vodkas, comprising Dixie Southern and the Citrus, Honey, Peach and Pepper flavours, have a price point of $19.99 each.
As well as the Dixie expressions, Grain & Barrel also owns the Chicken Cock Whiskey, Tequila Eterno Verano and High Goal Luxury Gin brands as well as the Elvis Presley-themed Elvis Whiskey.
Flavoured whiskey has caught the eyes of multinational brand owners in recent months: Almost exactly a year ago, Campari Group bought into the Howler Head flavoured Bourbon, following the transaction with a 15% stake purchase in owner Catalyst Spirits, while Pernod Ricard acquired majority control of peanut butter-led Skrewball in March.
