Ursus, Latin for bear, is a new line of premium triple-distilled vodkas which includes Original, Blue Raspberry, Green Apple, and Punch, a flavor first in the vodka category. To signal the ideal serving temperature, the label on the bottle changes from white to blue when chilled in a freezer. The launch will be supported by an integrated marketing effort that includes promotions, event sponsorship and merchandising, in addition to digital media buys. The Ursus Bear mascot and sampling team will hold on- and off-premise sampling events. Suggested retail is $1O.99 per 75Oml bottle. Available from United Liquors.