The Sidemen has launched a new flavour of its premium vodka brand, Vodka XIX, XIX Gumball Orange, as it becomes the new partner for the Gumball 3000 rally.

Available online from 9 June and Tesco on 19 June, the new flavour comes in 330ml cans and 750ml bottles, and follows in the wake of the social media sensations’ spirit brand signing a deal to become the exclusive vodka partner for the world-renowned racing event.

Sidemen XIX marketing director Phil Neale said the flavour marks a significant point in XIX’s evolution, adding: “Partnering with a globally renowned brand like Gumball 3000 is huge for us, and I think we’ll look back and see it as a really pivotal moment for the XIX brand.

“XIX is a brilliant, high-quality, delicious vodka and already comes in Mixed Berry and Tropical Ice flavours which both more than stack-up to the competition. Gumball Orange is a superb addition, both in terms of the product and the support we’re putting behind it.

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“As we expand the XIX Vodka brand, we’re honoured to secure partnerships as impressive and meaningful as this one. Undoubtedly, with the world’s premier supercar rally endorsing XIX Gumball Orange, meeting this standard has been quite a challenge – but we’re confident customers will love this flavour.

“The Sidemen epitomise camaraderie and the creation of unforgettable moments and Gumball Orange encapsulates that sentiment.”

The latest flavour follows the brand releasing £3 canned 330ml versions of its original 750ml format, as the Sidemen told Grocery Gazette that it found its target Gen Z audience less inclined to buy the full-size bottle, as the cost-of-living crisis continued to put a strain on budgets.

“We’ve definitely learned the challenges around premium and expense. Vodka XIX 70 cl has been performing well among the distribution interfaces, like Wetherspoons, and we’re super happy about that. But its price point in this climate is more difficult”.

The brand added it found it was “mode of choice for a younger generation who don’t have money to spend on more expensive alcohol.”