Vladivar offers a chance to win £1m

22 January, 2010

Vladivar vodka could make one consumer a millionaire in an on-pack promotion.

Four people will fly to the French Riviera to compete, and the eventual winner will be asked to choose one of 100 envelopes – each containing a significant prize –? but only one will contain £1 million.

The promotion will run on 70cl and 1 litre bottles until the end of March and uses a text-to-win mechanism for consumers to enter.

John Bradbury, off-trade sales director at Whyte & Mackay, said: “After Christmas and new year you tend to see a bit of a drop in spirit sales, so we have designed this promotion to drive footfall??.

“This is the largest ever consumer giveaway undertaken by Vladivar.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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