Luxco, a Missouri-based privately owned producer and marketer of distilled beverages and liqueurs, plans to expand the production of its premium drink - Pearl Vodka - to 500,000 cases in 2013.
Launched initially in 2000, the vodka is made with Albertan wheat and water sourced from the Canadian Rockies. It is distilled five times.
According to Impact Databank, a source for drinks statistics and analysis, the Canadian import almost doubled its volume from 115,000 nine-liter cases to 222,000 cases in 2011, and in 2012, it increased by 34% to 295,000 cases. It is further expected to reach half-million-case mark in 2013, reported Shanken News Daily.
The brand mainly depends on its flavors such as Cucumber, Peach, Pomegranate and the recently launched Wedding Cake flavor.
To increase the market share, the company is also updating the packaging of Pearl vodka.
Luxco executive marketing manager and brands director Brian Labuda was quoted by the website as saying that the company will have to innovate continuously to compete with other brands like Svedka vodka from Constellation and Pinnacle vodka from Beam.
"We're all competing for finite shelf space, and ultimately, for the consumer's attention," Labuda added.
