Extreme Spirits at five-year high

Drinks company Blavod Extreme Spirits today reported its “best UK performance” in five years with a 39% rise in year-on-year revenues.

Blavod said holidaymakers stocking up on Blavod Black Vodka in duty free stores around the world boosted sales for the six months to September while the UK domestic market increased steadily.

Revenues in the US – where Blavod sells the Players Extreme range of flavoured vodkas and rums including green apple, cherry, lemon and caramel – lifted 61% while global turnover grew 53%.

Chief executive Jeff Hopmayer said: “Our UK operation is currently operating at its best performance level in the last five years which is ahead of management expectations and bodes well for the important second-half.”

Richard Ambler, managing director of international operations, said Blavod was benefiting from a general swing in favour of vodka with vodka mixed with Red Bull being a firm favourite among consumers.

However, Blavod was also proving popular due to its black colour which looks good mixed in cocktails.

Mr Ambler added: “General awareness of the brand has grown and we have moved into all the major supermarkets.”

The traditional duty free market of consumers buying their usual tipple for cheaper had shifted and many were now willing to try something new, he said.

“Duty free is predominantly about trial,” he added. “People are in a happy-go-lucky mood.”

Blavod makes 60% of turnover in the second-half as sales surge from Halloween onwards with consumers preparing black cocktails for the party season, Mr Ambler added.

The group said it had also benefited from the success of its tequila business - a joint venture with Japanese drinks giant Suntory – across the US.

“As a result of the consumer acceptance of our new tequila El Diamante del Cielo, the brand would already be ranked in the top 10 most successful premium tequila launches in the US over the last five years, while only launched in 37 states in the US,” the firm said.

Blavod Extreme Spirits was formed through the 2003 merger of Blavod Black Vodka and Extreme Beverage Company. It also distributes fine Italian wines.