Vodka makes a smooth transition
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
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.