Sound sense for new vodka

16 May, 2008

Nigel Huddleston

The name of dance music superbrand Ministry of Sound could soon be appearing on more spirits and other drinks after the launch of a vodka carrying its name.

Ministry of Sound has licensed its name to a UK-based sales and marketing company called Ministry of Drinks for exclusive use on drinks products.

Ministry of Drinks said it was "already in advanced stages of discussions with Ministry of Sound about further launches for both Ministry of Sound and its other brands in areas ranging from water and energy drinks to wines and other spirits ".

The drinks marketing firm's board comprises an ex-sales director for Marston's, a former global brand director with Beam Global, Brown-Forman and Edrington, and the owner of a marketing agency.

Ministry of Sound vodka is being sold in 240 Sainsbury's , but the supermarket does not have an exclusive .

Ministry of Drinks is running its own distribution in conjunction with the company that bottles the product, and it is available wholesale through Waverley TBS. Plans for cash and carry listings are being worked on.

The vodka

is UK-made but Ministry of Sound said it was avoiding discussions of "long-winded technical processes" in its marketing in favour of a simple freeze and pour message.

Mark Knight, resident DJ at the Ministry of Sound club in London said: "We wanted to take it in a completely new direction from other vodkas ."

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