Bison Grass variant makes it UK debut
POLISH vodka brand Żubrówka has rolled out is Bison Grass Biala vodka variant to shelves across Sainsbury’s stores.
As part of the brand’s ambition to be the number two vodka in the UK, Żubrówka has rolled out is crystal-clear spirit across the supermarket’s stores via its UK distributor Paragon Brands.
The brand says what sets Biala apart from other variants in the range is that it has been crafted using the finest rye grains and spring waters, whilst also being distilled in small batches, with the addition of the rare and aromatic bison grass – helping to give the spirit a herbal flavour with a hint of vanilla.
The Biala variant has become Żubrówka’s top-selling product, as sales of Żubrówka Biala have surged by 39.4% year-on-year, helping to firmly establish the brand as the second-biggest important vodka brand in the UK, according to Nielsen data.
Paragon Brands aimed to introduce the brand further to UK consumers with Żubrówka’s first OOH campaign in 15 years kicking off in December 2024 which aimed to appeal to the next generation of vodka drinkers by combining the brand’s long-standing heritage with a fresh, modern edge.
Chris Jones, managing director at Paragon Brands, said: “Żubrówka’s expansion into Sainsbury’s is a transformative moment, underpinned by genuine consumer demand for authentic, premium vodka.
“With our uniquely flavoured variants like Bison Grass, Vanilla, and the marketing-leading Biala, we’re confident of capturing vodka enthusiasts and flavour-explorers alike.”
