Pernod puts the W into vodka

09 June, 2008

Pernod Ricard is doing its bit to improve Anglo-Polish cultural relations as part of new marketing drive for its Wyborowa vodka brand.

Pernod will spell vodka with a ‘w’ as it is in Poland, in order to emphasise the brand’s authentic Polish credentials.

The new campaign, targeted at premium vodka drinkers aged 25-35, will be the biggest since Wyborowa’s launch in the UK.

Jo Spencer, head of marketing for light spirits at Pernod Ricard UK, said: “Wyborowa is currently the fastest growing vodka in the UK, so we felt it was the perfect time to launch a piece of activity which truly differentiates the brand from the competition.”

In the off-trade, 120,000 bottles of Wyborowa Pure will carry the ‘Wodka’ message in a style based on the advertising creative work, according to Pernod.

Bookmark this

Site Search


What makes wine special

Reaching the 50th instalment of Hemming’s Way is hardly the biggest milestone, but I don’t need much of an excuse to pour myself a glass of champagne before getting dressed. It’s a better reason than I had for all 49 other instalments, anyway. Not that that stopped me.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know