First Drinks outlines Zubrowka plans

02 July, 2012

First Drinks is embarking on a new marketing strategy for its Zubrowka Polish vodka brand.

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.




Bookmark this


Site Search

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.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter