Our friends at New Amsterdam have pulled off yet another hat trick with their newest innovation, the Pink Whitney. Combining pink lemonade and vodka into an undeniably delicious cocktail, the New Amsterdam Pink Whitney is already winning over cocktail lovers as well as hockey fans, thanks to a partnership with Barstool Sports’ top hockey podcast, Spittin’ Chiclets. Together, this team up is bringing a power play to the flavored vodka category and helping businesses score a big spirits win.
Cutting Edge Cocktail
Much like a forward skating through defenders, the Pink Whitney took an indirect path to market. The drink came about way back in October 2018, when former NHL player and co-host of Spittin’ Chiclets, Ryan Whitney, mentioned on the podcast that his favorite way to enjoy New Amsterdam Vodka was with pink lemonade.
The drink went viral among fans of the show, and the wider body of hockey fans, and according to the company resulted in an unprecedented amount of social media posts from enthusiastic fans who organically coined the term 'Pink Whitney.'
"We were blown away by the immediate response to the Pink Whitney once we mentioned it on Spittin' Chiclets," said Whitney in a recent statement. "We knew we had something when the fans started sending us pictures of their Pink Whitneys and when the bars and some NHL arenas started serving them as specialty drinks."
A Miracle on the Ice...or Neat
To capitalize on this amazing grassroots demand, New Amsterdam made the drink official, releasing the Pink Whitney nationwide. The bottle plays with New Amsterdam’s iconic, instantly recognizable design, integrating new, disruptive, and attention-grabbing iconography, which includes both the logos for Barstool Sports and Spittin' Chiclets. The bottle also pays tribute to the man himself, with Whitney's NHL jersey number and one of his favorite sayings, 'What a Legend.'
The widespread excitement for this innovation is incredible, and New Amsterdam has a playbook full of strategies to amplify the Pink Whitney message. First, the company is planning a major promotional push for the Pink Whitney this season, beginning with social media and digital advertising, including :15 and :30-second commercial content starring Whitney and his Spittin' Chiclets co-host, Paul Bissonnette.
Hockey fans will also see these spots on NBC Sports beginning in early October, timed to coincide with the new hockey season. The company will also amplify the Pink Whitney message on Spotify and through point-of-sale materials for both on- and off-premise locations.
A Mighty Team-Up
Together, New Amsterdam and Barstool Sports are working to turn the Pink Whitney into a championship brand. "We are excited to continue the success of the partnership between Barstool Sports and New Amsterdam Vodka by bringing the Pink Whitney to market," said Michael Sachs, Director of Marketing for New Amsterdam Spirits, in a recent statement.
"We pride ourselves on listening to our consumers, and because of this listening, we now have our first flavor that is a direct result of the enthusiasm shown on social media that Barstool Sports and New Amsterdam Vodka fans have expressed for Ryan's favorite drink."
Make the Pink Whitney a part of your starting lineup. Call your Breakthru Sales Consultant today to place your order and turn this pink into more green for your business.