Lion has launched its first vodka-based RTDs under the Voodoo Ranger brand, with Hard Cola and Hard Lemonade now available at leading independent liquor retailers nationally.
Lion is positioning the range to target a gap in the vodka RTD segment. Cola and lemonade are among the top three most popular vodka mixers but together represent just 2 per cent of the light RTD category by volume.
Lion brand director RTD, Albertus Lombard, said the launch is a response to unmet demand from younger male consumers.
“We are seeing a shift in how young Aussie men engage with RTDs, with a strong desire for drinks that pack real flavour and don’t compromise on value. Cola and Lemonade are amongst the top three most popular mixers with vodka, yet only account for two per cent of the light RTD industry. By expanding the vodka RTD category, we are bridging the gap between nostalgic, full-throttle flavour and the refreshing finish that more drinkers are demanding.”
Voodoo Ranger is an existing craft beer brand within Lion’s portfolio. The RTD extension marks the brand’s first move into spirits-based formats in Australia.
The two SKUs are packaged in 375mL cans at 6% ABV and retail at $29 RRP for a four-pack. Distribution covers Liquor Legends, Liquor Barons, Star Liquor, and Ritchies IGA.
