Sobieski Is Fastest Vodka Ever To 1 Million Cases, According To Impact Databank

Source: Impact Databank
January, 2012

Belvédère SA’s Sobieski vodka brand shipped more than 1 million cases in the U.S. during the 2011 fiscal year, making it the fastest vodka ever to reach that mark, according to Impact Databank. Sobieski, imported by Belvédère’s U.S. subsidiary Imperial Brands, made its U.S. debut in 2007, depleting 50,000 cases that year. By 2010, it depleted 765,000 cases, and had earned Impact “Hot Brand” honors for three straight years. Last year, it depleted 950,000 cases, with shipments topping the million-case mark.

Sobieski has been supported in the U.S. by its ongoing “Truth in Vodka” campaign, featuring celebrity spokesperson and minority stakeholder Bruce Willis (Willis acquired a 3.3% stake in Belvédère in 2010). Priced at around $11 a 750-ml., the brand’s flavor line includes Orange, Karamel, Raspberry, Cytron, Vanilia and the recently launched Espresso, Cynamon and Bizon Grass.

Sobieski could be the fastest spirit brand overall to reach 1 million cases in the U.S., pending the final tally on Beam Inc.’s Skinnygirl, which only launched in 2009. Beam said last summer that Skinnygirl had a chance to reach 1 million cases in 2011 as well, but hasn’t yet released year-end figures for the fast-rising premix cocktail label.