Diageo in legal action against Vodkat

08 September, 2008

Diageo is taking legal action against Intercontinental Brands because it claims the company is passing off its successful Vodkat brand as full-strength vodka.

Vodkat is 22% alcohol by volume, well below the European minimum of 37% for pure vodka. ICB launched the brand in 2006 as a “premium vodka blend spirit mix” and has achieved spectacular success in that time, with sales up 66% in the off-trade in the year to Aug 9.

Diageo owns the UK’s best-selling vodka, Smirnoff, which leads a category which this year became more valuable to drinks retailers than the blended Scotch whisky market.




Bookmark this


Site Search

COMMENT

Faith in fakes

One of the most fascinating stories in wine, fit to stand alongside the Judgement of Paris, is that of Rudy Kurniawan, a man who managed to fool friends, auction houses and experts into believing they were drinking some of the world’s most expensive wines.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter