New Amsterdam launched in 35cl in the UK this year

New Amsterdam launched in 35cl in the UK this year

E&J Gallo has signed a sponsorship deal with Crystal Palace, which sees its New Amsterdam Vodka become an official partner of the football club.

Financial details of deal were not disclosed. The partnership includes match day digital content, consumer campaigns and promotions. 

The move follows increased investment in the UK for the brand. Speaking to just-drinks in March, Gallo's VP & general manager of EMEA Bill Roberts said New Amsterdam would see around GBP3m (US$4m) in promotional spend during 2016. 

"New Amsterdam Vodka's commitment to quality, character and being true to the brand echoes our own," said Barry Webber, commercial director, Crystal Palace Football Club. "We are delighted that the fastest growing vodka brand has chosen Crystal Palace as the platform of choice to help underpin their marketing strategy as they continue to grow in new and imaginative ways. This announcement continues to see us build an exciting platform of club partners in our ever growing corporate family."

The vodka launched in a one-litre format in December, with a 35cl bottle following in June.

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