Brand extensions are a way for luxury companies to branch out from their core competencies and expose their brand to a new audience. Done well, these create a new market for a company’s flagship products; done poorly, they produce poor products that can tarnish a brand’s image.

Chambord, the black raspberry liqueur, has just released a new vodka, colored pink and infused with raspberry flavor. Its tasting notes: “Hibiscus flower with notes of vanilla, white chocolate and the distinctive flavor of the original Chambord Black Raspberry Liqueur”. The pairing of Chambord and vodka seems to make sense as the two have been put together in many classic cocktails. It is also priced reasonably ($24.95 for 750 ml) and flavored spirits seem to be growing in popularity — last year Jack Daniels released a cherry-flavored whiskey.

Given the attention that the packaging and marketing has received, it appears as though this has been a well-thought-out brand extension. The product will still have to resonate with drinkers to be successful though.