Svedka sought to entice a generation of young adult drinkers whose habits were skewing further and further away from distilled spirits. They needed a way to rejuvenate the brand and more effectively compete with a shifting alcohol landscape. Diving into consumer research and market analysis, we answered with the creation of a new product: SVEDKA Tropics, a vodka tea seltzer fused with exotic flavors- a boozy twist on afternoon tea designed and positioned as a sessionable kickback drink for curious palates.