This is the feeling behind XB, a new premium vodka cocktail inspired by the sexy, sophisticated lifestyle of the Côte d’Azur. XB ready-to-drink vodka cocktail makes its U.S. consumer debut this summer after its premiere at the 2012 Cannes Film Festival, gaining traction across Europe with sponsored parties in London, Paris and Madrid. Among other accolades, XB earned “Best New Brand of the Year” at the Monaco International Clubbing Show (MICS).
A premixed spin on the classic “Sex on the Beach” cocktail, XB starts with premium vodka triple-distilled from pure Swiss glacial mountain water, blended with orange, cranberry, peach and grape juices sourced from the U.S., France and Italy. Its relatively modest 12.5 percent alcohol content, similar to a glass of wine, allows it to serve as a daytime drink, indoors or under the sun, easily transitioning to the club scene at night. XB is designed to be enjoyed alone or as a complement to other spirits, blending well with champagne or sparkling wine as easily as vodka, gin, tequila or whiskey.
In light of its heritage, XB incorporates a nautical theme in its bottle design and a color palette seen on masts and staffs across Europe also resonant with American audiences. Its tapered red stripes and blue iconography are set against a clean white backdrop, the brand personified by a young woman kneeling in the sand holding an umbrella.
Southern Wine & Spirits and other distributors will distribute the brand initially in 14 states—Alabama, Connecticut, Florida, Georgia, Maine, Massachusetts, Nevada, New Hampshire, New Jersey, New York, Rhode Island, Tennessee, Vermont and Washington—with others to be announced. Along with on-premise sales, XB will be available at retail in two bottle sizes, 750 ml (appx. $30 SRP) and 1.75 liter, with 200 ml cans coming soon. The brand also will roll out regionally through a series of events including food & drink festivals, spirit competitions, fashion shows, club parties, beach blasts and other select lifestyle and entertainment events.
XB recently made its U.S. trade debut at the annual Wine & Spirits Wholesalers of America (WSWA) Convention & Exposition in Orlando. In addition to its well-received presence in the exhibit hall and hospitality suite, it lubricated two events at The Ritz-Carlton: the Wholesalers Reception Sponsored by XB, followed by the official XB launch party.
The XB rollout effort is led by a team with extensive experience in premium spirits, brand launches and special events. It includes Aaron Dean and John Robert Sutton, founders of San Diego-based HTF Global, a provider of fine spirits and food from around the globe; Walford Wilkie, a specialist in the creation and development of premium brands; and Todd Infurna, a sales and marketing expert integral to the launch of Jones Soda and Monster and Rockstar energy drinks.
