Product Launch - INDIA: Jagatjit Industries' Iice Freeze Vodka

By Olly Wehring | 4 September 2012

Click through to view Jagatjit Industries' Iice Freeze Vodka

Jagatjit Industries' Iice Freeze Vodka

Category - Spirits, vodka

Available - Since mid-August

Location - India, in Delhi, Punjab, Haryana, Chandigarh, Maharashtra, Rajasthan, Orissa, Assam, Meghalaya, and Chhattisgarh

Price - Between INR360 (US$6.45) and INR400 per 75cl bottle

Jagatjit Industries has launched Iice Freeze vodka in its domestic market, in an attempt to tap the younger Indian drinker, who is influencing the deluxe and premium vodka segment.

The company also owns the Aristocrat whisky and vodka brands, both of which operate in the prestige sector with a RRP of INR180 per bottle.

As well as an original flavour variant, Iice will also launch in green apple and orange flavours.

Show the press release

Iice is a new brand of vodka brought to the Indian market by Jagatjit Industries Limited. With a 60 year legacy JIL is the third largest manufacturer of alcoholic beverages in the country. As many as six of its brands sell more than a million cases per annum.

Iice vodka is manufactured using the finest imported grain spirit. The spirit is triple distilled using imported plant from Russia. The distillation process is done through Russian technology using Platinum filtered cartridge to ensure the end product of unparallel quality. The result is smooth vodka with a sparkling radiance for a truly delightful experience.

Keeping in mind the youthful image and the target audience, IICE launches what it chooses to call the IICE FREEZE.

“The iice Freeze” with its positioning “Hot as Ice” promises to be as Hot as suggested and this property travels Pan India promoting Nightlife with the right spirit.

Besides plain vodka, iice vodka comes in 2 flavors green apple and orange.

The IICE Freeze is a brand extension of IICE Vodka representing responsible fun, laced with the quality and youthfulness which the brand embodies.

Model / Actress Mallaika Arora is the Brand Ambassador of IICE

The communication for the brand is based on the slogan – I’m as hot as iice!’

Original source: Company Release

Expert analysis

Vodka in India to 2016: Databook

"Vodka in India to 2016: Databook" contains detailed historic and forecast Vodka consumption analysis, segmented at a category level. It provides year on year growth figures for the different types of Vodka available in India, as well as volume data based on price segments and alcoholic strength.

Sectors: Product launches, Spirits