Vodka makes a smooth transition

30 May, 2008

Intercontinental Brands is launching what

it says is the first alcoholic smoothie.

Vodkat Smoothies will be targeted at consumers aged 18 -30 and come

in four flavours - Cassis, Apple & Strawberry, Apple & Mango, Orange & Passionfruit and Cranberry & Raspberry.

The vodka-based products have 12% abv and are made

using natural fruit juices. A 50cl bottle will retail for £5.49.

The range will be advertised on TV through

break

bumper ads during repeats of Secret Diary of a Call Girl on ITV.

The brand will also sponsor ITV2 comedy drama Entourage, meaning that it will promoted on air every week right through until December.

Press ads will run in student magazines and women's glossy titles and ­Inter continental

has also launched a

website - vodkatparty.com - where consumers can win cocktail party kits.




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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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