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Firefly Vodka: What's All The Buzz About?
By: Charline Touchard
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Absolut. Stoli. Van Gogh. One would think that the “flavored vodkas” market has been done to death. However, there’s a new player on the horizon, and it's gaining momentum.

Firefly Vodka is unique in that it’s not a clear spirit infused with flavor, but rather a blend of sweet tea and vodka. Made with Louisiana sugar cane, triple-distilled vodka made on site, and tea from the Charleston Tea Plantation, this “ain’t your grandma’s sweet tea.” Firefly boasts a full line of spirits, focusing mainly on its line of sweet tea vodkas. Flavors include peach, raspberry, lemon, regular sweet tea, sweet tea with bourbon, and the newest offering, Skinny Tea, which is made with Truvia for a lower-calorie experience.

Furthermore, Firefly also offers standard vodka, vodka distilled with Muscadine grapes, and southern lemonade vodka. In fact, Firefly won gold medals at the San Fransisco World Spirits Competition for its sweet tea bourbon, sweet tea vodka, and straight vodka.

In order to create buzz for their brand, Firefly decided not only to use Facebook and Twitter, but to literally “take the show on the road” with the Firefly On The Fly Tour. Take a 35-foot RV, a 10-foot inflatable vodka bottle, and a crew that likes their sweet tea with a kick, and combine them to create a marketing tour which is sure to create fans in its wake. The most recent stop was at the Kenny Chesney and Zac Brown Band concert in Dallas, where they mixed drinks, handed out merchandise, and generally had a great time.

In addition to the On The Fly tour, Firefly has engaged their fans through Twitter in many ways. For example, they use tags such as #ThirstyThursday and #FireflyFriday. They also ask fans for drink recipes, music recommendations, and generally engaging them in conversation. There are also trivia contests and giveaways which help to boost awareness.In fact, Firefly was recently featured on @BrandChat as a “great emerging brand.” The general consensus is that they are positioning themselves as a “down-home” brand with quintessential Southern charm. Take the traditional sweet tea in a Ball jar and add vodka for a beverage that is both inherently Southern and adult at the same time. How many of you have already kicked back on the verandah with a jar, a warm breeze, and the fireflies dancing in the back garden?

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