Heaven Hill Brands' Deep Eddy Vodka is entering the espresso martini category with a new flavored vodka SKU and a comedian-led social campaign designed to drive both off-premise sales and on-premise trial. Deep Eddy Espresso Vodka — distilled ten times, bottled at 80 proof and made with real espresso — carries an SRP of $16.99 for a 750ml and is available across six additional size formats, from 50ml to 1.75L.

The Product Case

The new expression marks the brand's first non-fruit innovation since Deep Eddy Sweet Tea launched in 2010, a gap of more than fifteen years. Flavor-wise, the vodka layers roasted espresso with vanilla and toasted caramel notes, positioning it as a single-ingredient solution for bartenders and home consumers looking to shortcut the multi-component espresso martini build. The liquid is naturally gluten free and, according to the brand, lower in calories than many traditional coffee cocktails — two on-trend attributes that resonate across bar and restaurant beverage programs focused on better-for-you spirits.

For operators, the pitch is straightforward: a pre-flavored vodka that reduces ingredient count and prep time without sacrificing the premium espresso martini profile that has dominated cocktail menus for the past several years. The SKU's wide size range — including 50ml and 100ml minis — also creates incremental placement opportunities at hotel bars, airlines, and convenience-adjacent retail.

The McMahan Partnership

To support the launch, Deep Eddy has partnered with comedian, podcaster, and social media personality Heather McMahan for a campaign anchored in Instagram content. Brittany Wenig, Brand Director at Deep Eddy Vodka, framed the alignment as intentional: "She is endlessly relatable and the kind of person you would absolutely want beside you when it is time to shake up an espresso martini."

McMahan's own quote leans into the convenience angle operators will recognize: "Deep Eddy Espresso Vodka makes it easy to pour something delicious, rally the group chat and feel like you have your life together, even when you absolutely do not."

Influencer-led spirits launches have become a reliable mechanism for generating on-premise curiosity — bartenders field requests from consumers who discover products through social content, making campaigns like this one a downstream driver of restaurant and bar spirits sales. The espresso martini's sustained menu popularity only amplifies that dynamic, as venues continue to look for ways to serve the drink efficiently during peak service.

Market Context

The espresso martini has been one of the most consistently ordered cocktails on restaurant and bar menus in recent years, creating a commercially attractive lane for spirits brands that can simplify execution. Deep Eddy is entering alongside a handful of other ready-to-use coffee-forward vodka and liqueur products, but its existing national distribution footprint through Heaven Hill gives it immediate on-shelf presence that newer entrants lack.

Deep Eddy Pineapple Vodka was named World's Best Flavored Vodka at the 2026 World Drinks Awards, a credential that lends credibility to the brand's broader flavor innovation platform and may ease buyer conversations at the chain restaurant and retail levels. For more on flavored spirits trends shaping cocktail programs, see our restaurant beverage coverage.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.