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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COMMENT

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
total a

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