Ministry of Sound has taste for spirits

04 April, 2008

Ministry of Sound is rolling out a premium vodka brand in a bid to move away from "the tired connotations of

eastern Europe and gimmicky flavours".

Retailing for £12.99, it will be available in 240 Sainsbury's stores throughout the UK from mid-April and be sold as the Ministry of Sound club vodka from April 10.

"While most brands may as well be talking a foreign language as they wax lyrical about the carefully selected ingredients of their vodkas, Ministry of Sound vodka believes

consumers have got better things to listen to than its own triple distillation process and pure filtration techniques," a spokeswoman said.

"Its positioning will be simple as it looks to turn the tables on the traditional approach seen too often from new vodkas entering a competitive marketplace," she added.

The 70cl bottle will carry the Ministry of Sound logo and its promotions will be centred around a house party theme. A dedicated website - ministryofsound.com/vodka - will give visitors the chance to download exclusive music tracks . Viral and experiential media will also be used to advertise the brand.




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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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