UK: Ministry of Sound launches vodka

By | 14 April 2008

Ministry of Sound has introduced a premium vodka to the UK market which will be backed by "a seven figure marketing spend".

The company said today (14 April) that the launch of the Ministry of Sound club vodka will compete with traditional values and reinforce the brand's heritage in house music.

Ministry of Sound will support the vodka launch with a website, "Visitors will be able to get their hands on exclusive, downloadable Ministry of Sound tracks and upload content," said the company.

Nicola Heyes from Ministry of Sound said: "We wanted to take our vodka in a completely new direction from existing brands, to offer a clear point of difference and to provide synergy with the ethos of Ministry of Sound.  The aim is to introduce Ministry of Sound vodka to both clubbers and non-clubbers and produce a series of campaigns that really connect with our whole target audience.

"The on-pack House Party promotion will be supported with an integrated marketing platform, using viral and social media to outreach and form a large part of the initial seeding activity," the company added.

The 70cl bottle of Ministry of Sound vodka will be available in 240 Sainsburys stores throughout the UK retailing at GBP12.99 (US$26).

Sectors: Spirits

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