Grey Goose has said it is helping meet consumer demand for flavoured spirits with the launch Grey Goose Berry Rouge, which is described as its biggest flavoured launch in more than a decade.

Berry Rouge is launching in Tesco on the retail grocery front as well as a number of other listings such as Selfridges, and follows on from strong trading across retail travel, US and France.

In France the release became the second place ‘super premium flavoured vodka’ by value across the on and off-trade within four months of launch.

According to the producer, Berry Rouge launches in the UK as consumers increasingly want premium spirits made with “high-quality ingredients and more sophisticated flavour profiles”.

Flavoured vodka is recorded as the fastest growing super premium spirits segment in the UK on-trade sector, with its share of total spirits increasing by 1.5 percentage points over the past 12 weeks.

“UK consumers are showing a growing appetite for premium, flavourful spirits that bring something new to cocktails, making this the right time to launch Grey Goose Berry Rouge,” said Grey Goose regional brand director, Marine Rozenfeld.

Rozenfeld added: “Its performance across the USA, France and Global Travel Retail demonstrates the demand for a more sophisticated take on flavoured vodkas. By combining four complementary berries with the quality and smoothness of GREY GOOSE, Berry Rouge offers a multidimensional flavour profile and versatility across a range of serves.”