Zubrówka brings its Biala variant to UK market
A new Żubrówka vodka variant is set to launch in the UK, offering a "premium-tasting base spirit" with an affordable price tag.
Żubrówka Biala, which is said to be the top-selling premium vodka in its home market of Poland, will be imported and marketed in the UK by Roust. The new addition will join the original Żubrówka Bison Grass vodka in the UK.
Biala, which means “white” in Polish, was launched in 2010 in Poland and the brand is now the same size as the entire UK off-trade vodka market in volume terms, according to the company.
The variant is produced using high quality grain and is distilled seven times; it is described as being ideal to drink straight or on ice, and it can be enjoyed in a martini or with a mixer.
For the UK market it is expected to sit alongside other premium vodka brands although its price point is more in line with the mainstream vodka segment at £12.99 for 70cl. It will be available in 20cl (rsp: £4.49) and 70cl pack sizes, across all channels in the UK.
Emma Burns, International Brand Manager at Żubrówka, said: “When it comes to drinks and cocktails, there is growing consumer demand for new tastes, flavours and freshness which is driven by a desire for more authentic brands with a connection to nature.
"Unlike many of the mass-produced brands, Żubrówka Biala combines history and heritage with outstanding taste. Given its supreme smoothness and clear links to nature, Biala is the perfect choice for consumers seeking a premium-tasting base spirit to create a huge range of cocktails. We’ve worked with our distillery in Polmos Bialystok to bring the best Polish vodkas to the UK market. We’re delighted to be launching Biala at such an exciting time for the category.”