Along With New Look, Chambord Rolls Out Flavored Vodka Extension

Dan Marsteller
Posted: July 14, 2010

Chambord liqueur’s new packaging, which brand-owner Brown-Forman is now rolling out globally, will be followed August 1st by the brand’s first line extension, a Chambord-infused vodka. Chambord Flavored Vodka is 75 proof, and will be positioned at the $24.99 per 750ml price point (the core liqueur brand sells for around $32.99 per bottle). Initially it will be available in California, Arizona, Texas, Louisiana, Missouri, Kentucky, Illinois, Massachusetts, Georgia, New York, Florida, Pennsylvania and Washington, D.C., with a full national rollout to follow.

“Some of the most popular Chambord Liqueur cocktails are mixed with vodka, so extending the brand into the flavored vodka category was a natural step for an innovation like this,” says Josh Hayes, Chambord brand manager.

Both the core brand and the new flavored vodka offering are being bottled in Chambord’s revamped package. The new look retains Chambord’s signature orb-shaped bottle, but features a more boldly displayed brand name; clearer, lighter-weight glass; and a cleaner pour, Brown-Forman says.

Hit by the on-premise downturn due to its frequent use in cocktails, Chambord has endured a volume slide in the U.S. of late. Its entry into the flavored vodka category positions it within one of the better-performing areas of the spirits market. The move to extend a well-known brand into the flavor segment for the first time is reminiscent of Beam Global’s launch of Jim Beam Red Stag (a cherry-flavored Bourbon), which proved one of the more successful rollouts of 2009.

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