The company officially takes over the UK distribution for the brand today and will target “authenticity-seeking drinkers” aged between 25 and 40 with the campaign, which will be based on illustrations by the artist Kristjana Williams.
The campaign will roll out over the next 18 months and focus on digital, social media and experiential activity,
Mixologist Pawel Rolka has been signed up as brand ambassador to spearhead “trade engagement”.
Senior brand manager Hayley Aldous said: “We’re confident of attracting a new drinker to the brand, while retaining those who already make Zubrowka their vodka of choice.”
Zubrowka is famous for having a blade of bison grass from the Bialowieza forest in each bottle, giving the vodka a distinctive herby taste.