Vodka designed to be mixed with water makes UK debut
A vodka designed to be mixed with water is set to launch in the UK.
Spanish brand Vita hopes to attract health and lifestyle-conscious drinkers – particularly millennials – who are keen to enjoy alcohol without the sugar, gluten and additives found in soft drink mixers.
Founder, Victor Ruiz Lafita, said: “Out secret formula means that Vita needs only still or carbonated water to bring out its natural citrus flavours, creating a low-calorie, refreshing vodka drink that offsets dehydration and eliminates the need for sugary mixers.
“To develop this formula, we searched the Mediterranean region for the key ingredients, and partnered with a distillery in Barcelona with 142 years of collective experience to help us create a unique vodka that releases a burst of natural scents, flavours and freshness when it comes into contact with water.
“We believe that many people won’t continue to drink in the traditional way and that Vita is way ahead of the game in this respect. We have had a great reaction in Spain, but as vodka consumption is 15 times higher in the UK, and the British are keen to look after their health, we are very excited to launch here.”
Drinks wholesaler InterBev will distribute Vita throughout the UK.
Phil Edwards, commercial manager at InterBev said: “Vita caught my attention because it is the best-selling vodka brand on Amazon Spain. This is a great-tasting premium quality vodka, sold in a beautifully-designed bottle. We expect it to be equally popular when it launches in the UK.”
Lafita added: “We have three key objectives for 2018: launch in major retailers in the UK; continue to spread the word at trade fairs and other events, and develop new flavours.
“In the long-term through, we hope to revolutionise the way the world drinks.”