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Diageo introduces four new vodkas.

It's not an unusual occurrence for a new vodka to hit the U.S. market; indeed, these days barely a week goes by without a couple of rookie brands - from virtually anywhere in the world and made from almost every imaginable grain - trying to edge their way onto retailers' shelves. What is noteworthy is that the world's largest drinks company, Diageo, has just unveiled a quartet of distinct new offerings in the category.

First, Ursus Vodka is being positioned as a party drink, the company says. The bottles feature bright colors for each flavor, which include Blue Raspberry, Green Apple, Punch, and Original. The bottles also come with a cold-activated label that turns from white to blue when chilled at 45 degrees F or under. The 80 proof original and 60 proof flavored vodkas are available for $10.99 for a 750 ml bottle.

The second entry, Rokk Vodka ($12.99 for a 750 ml), hails from Sweden. It is made of European Wheat and Swedish spring water, and then filtered after it's chilled to sub-zero temperatures, in a freeze-filtration process. In addition to the 80 proof base vodka, Rokk is available in a 70 proof Raspberry, Orange, Citrus and Apple.

The third launch is the result of a partnership between and Diageo and Godiva. Godiva Chocolate Infused Vodka ($29.99 for a 750 ml) is a 60 proof superpremium offering made to be enjoyed on the rocks or in a Martini, the company says. The flavor was developed in collaboration with the executive chef at Godiva Chocolatier.


Finally, for the natural ingredient consumer, Diageo has introduced Moon Mountain Vodka ($19.99 for a 750 ml), an artisanal vodka crafted in small batches using organic grains. The brand is handcrafted and bottled domestically, and is available in an 80 proof original variety and a 70 proof Coastal Citrus or Wild Raspberry flavor.
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Title Annotation:DATELINE
Date:Nov 1, 2010
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