Eristoff to take on Smirnoff

20 August, 2010

Bacardi Brown-Forman is spending £2 million this year on its vodka brand Eristoff in a bid to challenge Smirnoff’s domination of the category.

Marketing manager Jonathan Dennys said: “Smirnoff is a big brand, but people want something different. Eristoff is a very credible alternative to both Smirnoff and Russian Standard.”?More than 48,000 bottles of the Eristoff Original variant, which launched in 2009, will come with a 4cl miniature of Eristoff Black in the run-up to Christmas. The Black variant is a 20% abv vodka drink flavoured with wild berries. Another 30,000 bottles will come with individual puffa jackets, and 96,000 neck collars will offer consumers suggestions on how to serve Eristoff Original and Black.

Dennys added: “Private label is having a tough time and is being eroded with sales going into Smirnoff. But there are a substantial number of people who are moving from private label to brands and we want to make the most of that.”?He said the brand would focus on men aged 18 to 24. “There are 3.1 million of our target market in the UK and almost 22% are interested in skiing, snowboarding and extreme sports,” he said.

The brand was exclusive spirit sponsor of the Snowbombing festival in Austria in April and it had a presence at the Isle of Wight festival and Cambridgeshire’s Secret Garden Party in the summer.

Eristoff will be using digital channels such as Facebook and Twitter to attract new consumers and will run a sampling campaign through the National Union of Students in September to reach 50,000 of its members.

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