V-Kat ads debut in student union bars

18 February, 2011

Intercontinental Brands is advertising its new V-Kat schnapps brand on plasma screens in 86 student union bars.?The campaign is the first marketing activity for the brand, which has been introduced as a replacement for Vodkat, the schnapps product withdrawn by ICB after a long-running legal dispute with Diageo.?The activity, which begins this week and will run for 13 weeks, focuses on mixing the drink with cranberry, cola or orange juice.?Managing director John Mills said student TV was “the perfect medium for boosting awareness within this important consumer group”.

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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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