Vodka makes a smooth transition

30 May, 2008

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

break

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.




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COMMENT

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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