A stand-alone brand poised for growth.
Pink Whitney is not just another flavored vodka – it is the leader, boasting a market presence twice the size of its nearest competitor. It was also the fastest-growing new spirits brand to reach one million cases in the past five years, a testament to its rapid rise in popularity. In 2023 alone, Pink Whitney grew by 23%, outpacing its closest competitor by 6%. Even more impressively, 91% of Pink Whitney shoppers are new to the brand, proving its ability to bring fresh consumers into the category.
Pink Whitney has already cemented itself as a leader in the flavored vodka market, but with a fresh, new malt-based offering, the brand is stepping out from under the New Amsterdam umbrella and making a name for itself as an independent brand. Ready-to-drink, pink lemonade-flavored, malt-based Pink Whitney signals a major evolution, one that expands the brand’s appeal beyond its hockey-centric roots to reach a younger, more diverse, and increasingly female audience.
Within its first year on the market, the malt-based version became the number one new item in dollar sales growth. The introduction of malt-based Pink Whitney has also had a ripple effect on the overall brand, increasing total distribution by 26% and boosting 50 ml volume by 8%. Perhaps most impressively, the malt-based offering has already captured 70% of malt-based Fireball 50 ml business, proving its ability to compete with well-established brands in the space.
Now, malt-based Pink Whitney is debuting a new look with a striking packaging refresh, designed to attract shoppers’ attention in a sea of RTD options. The name “Pink Whitney” is now the focal point of the label, ensuring it captures consumer attention instantly. The helmet icon, which has become synonymous with the brand, has been given greater emphasis, reinforcing its status as a key visual marker.
Additionally, the removal of the cigar band and any mention of New Amsterdam from the front label establishes Pink Whitney as its own entity, independent of its parent brand. Perhaps most importantly, the words “Pink Lemonade” are now clearly displayed, making it immediately clear what drinkers can expect – a bright, bold, and refreshingly smooth flavor.
With a bold, new identity, a growing consumer base, and a firm grip on both the spirits and RTD markets, Pink Whitney is redefining what it means to be a flavored alcohol brand. Pink Whitney is here to stay, and it’s only getting bigger.