Cupcake-flavored vodka launches in the US

A wine and spirits company has married two unlikely companions and bottled a dessert trend with vodka, marketing it towards a clearly defined demographic.

Cupcake Vodka was launched this week in the US and comes in four flavors - Original, Chiffon, Devil's Food and Frosting.

The cupcake-flavored vodka puts an adult twist on a childhood dessert that's become a food fad in recent years across North America and Europe.

As a sweet dessert vodka, it's also aimed at a particular market, the company says - the millennial generation or Generation Next, those of legal drinking age born after the late 1970s.

It's a repeat recipe for Underdog Wine & Spirits who also developed Cupcake Vineyards Wines, with flavors like Red Velvet and a cocoa, cherry and espresso Merlot, last year.

Turning childhood memorabilia into adult beverages has become a bit of a trend of late, as the novelty dessert vodka follows on the heels of Hello Kitty Wines which were introduced last year.

Pinot noirs, and a demi-sec Sweet Pink sparkling wine bearing the image of the iconic cartoon kitten debuted in California last spring.

Other dessert-flavored alcohol includes a range of cream liqueurs by Just Desserts that includes Crème Brulée and Chocolate Chip Cookie.

Cupcake Vodka Original is distilled six times to "remove impurities" and claims to deliver a mouth-feel described as velvety smooth, with a distinctive texture and finish that mimics the sweet dessert.

Each 750 ml bottle retails for $17.99 and is currently available in the US market. For more, visit http://www.cupcakevodka.com/