Poles apart from vodka no longer

21 September, 2007

Global Brands is targeting the Polish community living in London with its latest marketing campaign for Sobieski vodka.

Made from 100 per cent Dankowski rye grown in the Mazowse region and distilled four times before bottling at the Sobieski distillery, it claims to be Poland's leading premium vodka.

Outdoor poster ads translated into Polish will hit the capital on Sept 24 for two weeks. "The ads take the unusual step of writing the text in Polish, a move designed not only to attract Polish speakers but also to intrigue the rest of the population," a spokeswoman said.

The poster campaign is 50 per cent larger than Sobieski's last advertising drive, making it the biggest ad campaign Global Brands has ever undertaken, she added.

Latest figures show that as many as 1 million Poles live in the UK, with the majority in London.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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