Vladivar offers a chance to win £1m

22 January, 2010

Vladivar vodka could make one consumer a millionaire in an on-pack promotion.

Four people will fly to the French Riviera to compete, and the eventual winner will be asked to choose one of 100 envelopes – each containing a significant prize –? but only one will contain £1 million.

The promotion will run on 70cl and 1 litre bottles until the end of March and uses a text-to-win mechanism for consumers to enter.

John Bradbury, off-trade sales director at Whyte & Mackay, said: “After Christmas and new year you tend to see a bit of a drop in spirit sales, so we have designed this promotion to drive footfall??.

“This is the largest ever consumer giveaway undertaken by Vladivar.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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