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.




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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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