On the heels of becoming the first vodka brand to be granted approval by the Alcohol and Tobacco Tax and Trade Bureau (TTB) to have the terms “Gluten-Free” and “No Added Sugar” printed on the bottle, Devotion Vodka, the world’s first gluten-free, sugar-free and 100% Made in the USA flavored vodka family, today announced plans to roll-out the innovative brand in 49 states across the U.S.
Backed by a surge in demand for gluten-free products in all food and beverage categories — which has surpassed well over $4 billion in sales, and which is expected to exceed $6.6 billion by 2017 — Devotion’s phased strategic growth strategy will begin in the first quarter of 2014, supported by a partnership with The Action Group USA (TAG), one of the most respected beverage marketing/sales groups in the country.
Devotion Vodka has experienced four years of consistent sales growth, and year-over-year case sales doubled in 2013, while the company followed its strategic plan to focus on distribution in select key markets. This phased roll-out strategy has resulted in the Devotion Vodka brand stocked on shelves at off-premise locations, and behind the bar at on-premise locations in core markets from coast-to-coast. Now, through TAG USA and its established network of partnerships nationwide, expanded distribution from Devotion Vodka will commence, as TAG will align the brand with key distributors and sales reps in each respective state in the U.S., with the exception of Alaska.
“The timing is perfect to expand our distribution so adult consumers across the country, who are more conscious of ingredients, can indulge in our gluten-free and sugar-free flavored vodka family,” said Drew Adelman, CEO, Devotion Vodka. “The gluten-free and sugar-free market is here to stay, and by aligning our brand with a respected group in TAG USA, we can expedite the placement of Devotion Vodka on shelves in new markets across the nation.”
“Devotion’s focus on core market product placement has proven to be an effective business model, and their growth has been very impressive,” said Lenny Roberts, Partner, The Action Group USA. “This approach not only created the demand for Devotion Vodka in those markets, but confirmed that the quality of the product is strong, based on the consistent re-orders. We are excited to align with the Devotion leadership team to help get their brand stocked on shelves nationwide in greater mass.”
The TTB’s approval to print “Gluten-Free” and “No Added Sugar” on the bottle is a major breakthrough for a small company like Devotion, which is battling the global brands for shelf space. The decision not only helps meet the gluten-free demands of adult beverage consumers, but it adds immediate credibility to Devotion’s growth plans, and will play an important role in the company’s future marketing plans.
Added Adelman, “Our ability to maintain gluten-free and sugar-free attributes in our flavored vodka family is a competitive advantage and a key point of differentiation, especially as we enter new markets. Equally important, being the only vodka brand that can print ‘Gluten-Free’ and ‘No Added Sugar’ on the bottle will more effectively support our marketing efforts in communicating to the end-consumer.”
Available in five refreshing fruit flavors: Wild Cherry, Coconut, Blood Orange, Black and Blue and “The Perfect Cosmo,” along with the original, Devotion Vodka is quickly becoming a popular choice for guiltless specialty cocktails at home, and is the perfect alternative for adults who are more conscious about what they put in their body. Devotion is currently available at prominent National grocery retailers Whole Foods, Wegmans, Publix and Albertsons, major restaurant chains Applebee’s, Houlihan’s and Red Robin, and retail stores, restaurants and bars in several states. Expansion plans will increase distribution at these locations in new markets, while opening new doors at National chains and grocers.
Devotion Vodka, which is 100% corn based, teamed up with Allen Flavors, the #1 Privately Owned Flavor Company and maker of Arizona Iced Tea, to develop a process of eliminating sugars as a flavoring agent in vodka. Many mass produced flavored vodkas available in the marketplace have been diluted by sugary flavoring agents. In lieu of sugar, Devotion uses an essence process along with natural flavor compounds to ensure its flavored vodkas maintain sugar-free attributes. Devotion Vodka has an (SRP of $19.99). For more information and delicious drink recipes, visit www.devotionvodka.com.
