ST. LOUIS—Observers say a move by a popular beverage company to expand their product lines could be a game-changer for business in the Midwest.
By the the third quarter of FY2011, Missouri-based Luxco Inc. plans to release a new sports drink and a non-dairy milk alternative.
“We looked at those two markets and saw that there are startlingly few vodka-based products available,” company spokesperson Sherry Trent said.
The products are expected to sell well in Iowa. Already, Luxco has four products in the top 100 best-selling spirits in Iowa. Hawkeye Vodka comes in as the third best-selling booze in the state, accounting for almost six percent of liquor sales state-wide.
“This could be just the boon we need to get back on track after the 21 ordinance effectively ruined everything about Iowa City,” Iowa City bar owner Mike Santo said.