Whether you’re a hockey fan or not, don’t be surprised if you’re offered a Pink Whitney this holiday season. The pink lemonade flavor from New Amsterdam Vodka has been an out-of-the-box sensation since it launched in September.
Pink Whitney was born when New Amsterdam became the presenting sponsor of Barstool Sports’ wildly popular hockey podcast, Spittin’ Chiclets, in October of 2018.
“That first show, we talked about our favourite vodka drinks,” said the beverage’s namesake, former NHL defenseman turned Spittin’ Chiclets co-host Ryan Whitney, 36. “I’ve always loved pink lemonade when I was young, with no vodka in there, so naturally it was the perfect mixed drink for me.
“Then, just sharing it, thinking people would kind of make fun of me for a pink drink being my favorite, I said, ‘Listen, don’t knock it till you try it.’”
Fans of the podcast did just that, immediately tweeting out a wave of pictures of themselves sampling Whitney’s signature drink. Chiclets co-host Paul ‘BizNasty’ Bissonnette, a former NHL forward, quickly recognized the potential marketing opportunity.
“My partner Biz — he’s very hard to describe,” said Whitney. “He’s nuts, basically, so he’s always throwing ideas at me. A lot of them are very smart, great ideas, but some of them — ‘Biz, stop talking to me. Enough.’
“He said right away, we should try to make this drink. At the time, I said, ‘Nobody would buy it. Who’s going to buy a drink with my name on it?’
It didn’t take long for the continued wave of interest from fans to change his mind.
MORE FOR YOU
“It was nothing that was planned,” added Michael Sachs, the director of spirits marketing at E. & J. Gallo Winery, New Amsterdam Vodka’s parent company. “It was a very organic, very easy thing to do because it was authentic to their brand and just a part of their conversation in talking about the New Amsterdam Vodka brand.
“The reason that I think it happened was because we didn’t dictate to them what the advertising should be within their podcast. Traditionally, you’d say ‘New Amsterdam Vodka, three-times filtered...’ Those things kind of got thrown out the window because we wanted to be part of the conversation and integrate into their podcast, talking about the brand. We’re very fortunate to have that approach and to have that come out of their conversation.”
It took less than a year to get Pink Whitney onto store shelves — and it disappeared almost immediately. Within just six weeks, Barstool Sports CEO Erika Nardini announced that more than a million bottles had been sold.
“People are doing things they don't normally do,” said Nardini. “Like, you never, ever in the world see people buying flavored vodka by the case. With Pink Whitney, the liquor stores are having to make rules that you can’t buy the case because people are just taking entire cases.
“There’s a car dealership somewhere in Canada that basically bought out an entire liquor store and then was giving away bottles of Pink Whitney if you buy a car. Crazy things are happening, and that’s what makes it so fun. While we hate that people can’t get it, what people are doing with it is really hilarious.”
“We clearly underestimated the takeup of the brand,” agreed Sachs. “We actually went through all of our product in the first month, and usually we forecast about four months ahead of time. That was gone right away.
“When the product came out initially, it was sold out across most stores in the first week. We’ve been doing everything we can to meet the demand. That was not something that we anticipated.”
After decades in the spirits business with their E&J Brandy, Gallo launched New Amsterdam Gin in 2007. When the brand was expanded a few years later, New Amsterdam Vodka set records as the fastest brand to reach one million cases, then five million cases sold.
In 2018, New Amsterdam made a strategic decision to market its vodka to hockey fans — signing a multi-year U.S. partnership agreement with the NHL as well as becoming the presenting sponsor of Spittin’ Chiclets.
“The New Amsterdam brand wanted to find a broader audience and really make an impact on a local level,” said Sachs. “The NHL afforded us that ability, being a huge sport and a nationally recognized brand in its own right, and then having that localization aspect with a lot of the major markets having their own NHL teams that our fans and their fans would rally around the brand.
“Because we started off with the NHL and we were having early success with that sponsorship, we also contacted Barstool about being a sponsor of their media properties and recognized very quickly that Spittin’ Chiclets would appeal to both the NHL fans that we had and also an audience that we weren’t reaching.”
Pink Whitney has expanded that reach even further.
“Fans of our show — say, a 30-year-old guy that played hockey growing up — the dude’s a big fan of a certain NHL team and our podcast, and he's buying the drink to support us,” said Whitney. “Then, there’s the girls that are just out of college that love drinking it because it’s easy and it goes down smooth and it’s a nice shot. They still have no clue what the podcast is but they’re like, ‘Oh, this Pink Whitney drink, great.’”
New Amsterdam is shifting its marketing strategy based on what it has seen from Pink Whitney drinkers — out in the field and through the massive Spittin’ Chiclets and Barstool Sports social media channels.
“With their social media platform, and getting all this viral feedback with everybody showing us how they’re consuming the Pink Whitney, that was eye-opening to us,” said Sachs. “We recognized it was not just a male consumer, but also females were really getting behind the brand, which was a surprise to us in some ways. I think not just because it’s a pink lemonade flavored vodka — also, the color being pink — but women are really gravitating to the brand as well, which is really exciting for us.
“I think that we, in the beginning, approached it like a flavored vodka because it was a very easy, drinkable brand,” Sachs continued. “We thought people would be mixing it like traditional vodkas.
“What’s happened in the last six weeks or so is that people are not consuming this like a traditional flavored vodka. A lot of times, it is actually being consumed as a shot, either at home before going out or in the on-premise environment, or they’re drinking it straight or on the rocks.
“We’re seeing a lot of cross-shopping behavior between a shot brand like a Fireball and a Jägermeister and New Amsterdam’s Pink Whitney, which was a surprise to us and has kind of changed the way that we’re envisioning the brand. It’s based off what the consumer is actually doing with the brand.”
Sachs says the Pink Whitney phenomenon is virtually unprecedented.
“In the vodka space, no,” he confirmed. “I have seen partnerships take off very quickly in other categories. The only one I can think of, recent success, might be Casamigos (tequila), with Rande Gerber and George Clooney. I think that one took off very quickly. I think that from a vodka business perspective, when you have a genuine partnership, that’s when things are very successful.”
That’s quite a comparison for Whitney, who came into the NHL as a highly regarded prospect and often jokes self-deprecatingly that his hockey career didn’t live up to expectations. Originally drafted fifth overall in 2002, he had 50 goals and 259 points in 481 NHL games for four teams between 2005 and 2014.
With the success of Spittin’ Chiclets and now, Pink Whitney, his retirement years have been a completely different story.
“I was hoping that I would find something to do to keep me from being bored, but also allow me to play tons of golf,” he admitted. “In the end, I guess a podcast a couple days a week turned out to be the perfect thing, but I never would have imagined this.
“I remember saying years ago that it was so cool that Arnold Palmer had his own drink, because it lives on forever. His nickname was ‘The King’ and he was one of the best golfers ever. I was a pigeon, didn’t even live up to my draft status or anything. So I never thought I’d have a drink, believe me.
“I think one of the most rewarding things is not only the vodka getting people into the podcast, but we’ve had a bunch of people — and more and more lately, as it grows — saying they weren’t even hockey fans, started listening to the podcast because of a recommendation and now have started watching hockey. For someone that grew up — like, that’s been my whole life — that is the coolest thing to hear is that our show has made people enjoy the game.
“With the drink, we’ve had several people come up at meet and greets where people will get a bottle and we’ll sign and they’ll say ‘I play on a men’s league hockey team or whatever and our buddy, he brought in this drink and he listens to the podcast and it’s hilarious and we all drank it in the locker room and I checked out an episode and I’ve been a fan ever since. You’ve actually had people that didn’t even know about the show find out through the liquor, which is wild.”
Pink Whitney could go global after making sure demand is met for its North American customers. Now available across the U.S. and most of Canada, the process is well underway to get it stocked in Ontario, arguably the center of the hockey universe and a major market for Spittin’ Chiclets.
“We really want to prioritize Canada first, to be honest, and all of our fans in North America,” said Nardini. “Then, yes, absolutely we want to bring it to more people in the world.Part of the reason we chose Gallo is that they’ve just been a great partner, they have one of the biggest global operations in the entire spirits category.”
“If we had sold Pink Whitney in London before, like, Toronto, someone would murder me, I think,” Whitney added.
Looking ahead to 2020, Sachs says Pink Whitney will be adding two new sizes, a 50 ml ‘taster’ and a larger one-litre bottle to help service on-premise accounts.
Pink Whitney will also be doing an activation at the NHL’s next major tentpole event, the Winter Classic game between the Nashville Predators and the Dallas Stars on January 1 at the Cotton Bowl in Dallas.
While the United States' strong vodka is at 40% , the alcohol content of Pink Whitney stands at 30% per 60 proof, which makes it an ideal celebratory vodka.
New Amsterdam Variants contain higher ABV than Pink Whitney because it has infused fresh pink lemonade that creates a perfect balance of freshness and sweetness. While Pink Whitney contains 30% ABV, New Amsterdam Original Vodka contains 40% ABV.
3, 2019 /PRNewswire/ -- New Amsterdam® Vodka has teamed up with Barstool Sports and their #1 hockey podcast, Spittin' Chiclets, to launch a new pink lemonade-flavored vodka, the Pink Whitney. The Pink Whitney was inspired by the favorite drink of Ryan Whitney, former NHL player and co-host of Spittin' Chiclets.
With mass distribution across America, the company knows how to get products to market. After moving 15m+ bottles in less than 2 years — which we estimate brought in gross sales of $100m+ — Pink Whitney is now the fastest-growing flavored vodka brand on the market.
The effects kick in within about 10 minutes. The effects and how pronounced they are vary from person to person, but alcohol's initial effects kick in pretty darn quick, even if you don't immediately notice them.
Pink Whitney Vodka is perfect for mixing drinks. I usually mix it with sprite or even just over ice. It has a refreshing taste and packs a punch. Hangovers are nothing as well!
The offering was inspired by the favorite drink of former NHL star and Barstool Sports personality, Ryan Whitney.
How Much Vodka Can Get You Drunk? To get a little tipsy, an average individual would need around 2 to 4 shots of vodka. You may start feeling drunk with 5 to 9 shots. In our experience, more than 10 shots of vodka will leave you feeling extremely drunk.
It has a sweet-tart citrus flavor along with the alcoholic kick of vodka. It tastes similar to a lemon drop martini. It has a light pink color. Alcohol by volume (ABV) of Pink Whitney is 30% (60 proof).
After continuous traction and support from fans on social media platforms as well as “Spittin Chiclets,” E & J Gallo Winery, the parent company of New Amsterdam Vodka, created the “Pink Whitney.” The drink hit the shelves for U.S. consumers in September 2019.
Cranberry juice, lemon/lime, and Sprite taste good with Pink Whitney, plus these mixers are easy to find. WIth these mixers, you can create sweet, refreshing, and easy-to-make cocktail drinks.
New Amsterdam, which is owned by wine giant E. & J. Gallo Winery, declined to release exact financial terms, other than to say it cost multi-millions of dollars with the investment increasing with each year. The announcement comes in advance of Wednesday's start of the 2018-19 NHL season.
Pink Whitney is a pink lemonade-flavored vodka that is made by New Amsterdam. The millennial-friendly brand is very popular on social media and has quickly become a sensation. Pink Whitney resonates with consumers as a young, fun, and accessible vodka.
Brian McGonagle, a.k.a Rear Admiral/R.A., one of the Spittin' Chiclets podcast host and founders, is the guest on the latest episode of the RinkWise podcast. Born and raised in Charlestown, Mass., as an avid hockey and Boston Bruins fan, R.A.
Most people get intoxicated after taking three to four shots; this influence can happen more rapidly if the person involved is small in stature.
For instance, a standard 750-milliliter bottle (also called a "fifth") is 25.4 ounces. That results in about 16 shots of liquor, and if it's the base spirit (such as vodka, tequila, or whiskey), you can generally expect to make 16 cocktails from one bottle.
Highly concentrated beverages, like vodka and gin, are absorbed faster by your body. It also absorbs fizzy and bubbly drinks, like champagne or soda mixes, quicker than other drinks. How fast you drink. Chugging rather than sipping will increase your BAC faster and cause you to feel drunker.
“Brandy has the highest amount, followed by dark alcohols like whiskey and red wine,” says Czarena Crofcheck, Ph. D, a food science professor at the University of Kentucky. “Their high levels of fusel alcohol make them much harder for the body to metabolize.”
The rule I use is: If it's under 15% alcohol or if the base is wine, it goes in the fridge once it's open. Spirits like whiskey, rum, gin, vodka, etc. don't need to be refrigerated because the high alcohol content preserves their integrity.
Whiskey that hasn't been opened lasts indefinitely, but whiskey can expire. You just have to open the bottle. Most whiskey scientists believe that an opened bottle of whiskey lasts about 1 to 2 years—if it's half full.
Is Pink Whitney 80 Proof? Pink Whitney contains 30% alcohol by volume (60 proof), making it an excellent drinking partner for a party. pink lemonade-infused vodka's flavor and ABV are less than those of standard American vodka.
Regular price $4.65
The result is an exceptionally smooth, great-tasting pink lemonade flavored vodka that's sure to become the favorite of hockey fans across the nation.
Regular price $1.17
The Spittin' Chiclets crew has taken over New Amsterdam® Vodka to create a spirit inspired by Ryan Whitney's favorite drink: a mix of award-winning New Amsterdam® Vodka and refreshing pink lemonade.
How much alcohol is in Pink Whitney? A 750 ml bottle of Pink Whitney contains 30% of alcohol. While other vodkas in the US contain 40%, Pink Whitney is at 30% ABV (60 proof), which makes a great celebratory vodka you can enjoy with friends and family.
It is in no way advisable nor good for your health, especially your liver, to consume large quantities of vodka on a daily basis. If you drink a moderate level of vodka every day, it is beneficial for your heart because it increases blood circulation in the body and helps lower your cholesterol.
And the flavoring can be deceptive as to the strength or amount consumed. Beer and wine, for example, are the least intoxicating drinks but will cause the strongest odor. A much stronger drink, such as scotch, will have a weaker odor. And vodka leaves virtually no odor at all.
When the researchers measured the subjects' BACs, they found that all but one absorbed the undiluted vodka fastest, and most—14 out of 21—absorbed the vodka faster when it was mixed with carbonated water than when it was combined with still water.
Vodka is defined as a neutral-flavored, clear spirit. At its core, it is supposed to be virtually tasteless, odorless, and clear (like water) in color. But vodka does have very subtle flavors that are distinguishable between brands.
How Many Shots In a 750ML Bottle? There are approximately 17 1.5-ounce shots in a 750ml bottle of liquor. It's the most common shot size in the U.S. So, for example, that means there are just over eight 3-ounce screwdriver doubles in a fifth of vodka.
Pink Whitney contains sugar; 1.5 ounces (1 shot) of Pink Whitney contains 6.6 grams of added sugars (and the equivalent amount of carbohydrates), but straight vodka contains neither. Each 1.5-ounce shot has around 100 calories (non-flavored vodka has about 65 calories per 1.5-ounce shot).
Today, Spittin' Chiclets is easily the world's top hockey podcast with 500k+ downloads per episode.
“That first show, we talked about our favourite vodka drinks,” said the beverage's namesake, former NHL defenseman turned Spittin' Chiclets co-host Ryan Whitney, 36. “I've always loved pink lemonade when I was young, with no vodka in there, so naturally it was the perfect mixed drink for me.
What Is New Amsterdam Vodka Made From? New Amsterdam is a Modesto, California, producer that launched its gin in 2007 and vodka in 2011.
- Grapefruit Juice. If you're looking to add a little sweetness to your vodka libation but don't want a sugar overload, freshly-squeezed grapefruit juice is your best friend. ...
- Ginger Beer. ...
- Lemonade. ...
- Cranberry Juice. ...
- Pineapple Juice. ...
- Tonic. ...
- Orange Juice.
The Spittin' Chiclets crew has taken over New Amsterdam® Vodka to create a spirit inspired by Ryan Whitney's favorite drink: a mix of award-winning New Amsterdam® Vodka and refreshing pink lemonade. The result is an exceptionally smooth, great-tasting pink lemonade flavored vodka that's "not a big deal."
Best Overall: New Amsterdam Vodka.
The vodka is produced by New Amsterdam Spirits Company. The quality is considered to be great. The average price is around $10.65 per 750mL. Rated 4 out of 5 based on 49 reviews.
But the most popular vodkas in the U.S. – including Smirnoff, Ciroc, Tito's, Absolut, Svedka, Grey Goose, SKYY and New Amsterdam – are not made in Russia. They are made in Sweden, France, the U.K. and the U.S.
Half Vodka, Half Malibu Rum. Adding a bunch of ice cubes and blending everything up to make a pink vodka lemonade slushie.
Mike Grinnell is a producer, known for The Sandbagger Invitational (2019) and Spittin Chiclets (...
The term originated in the days of naval sailing squadrons and can trace its origins to the Royal Navy. Each naval squadron was assigned an admiral as its head, who commanded from the centre vessel and directed the squadron's activities.
Dave Portnoy founded the company in 2003, just four years after Portnoy graduated from the University of Michigan in 1999. Following graduation, Portnoy went on to work at Yankee Group, a technology research and consulting firm located in Boston.