Vladivar is offering a new flavour to its party vodka, and plans to launch the new sweet and sour flavoured Veba into the pre-mix category this month.

Vladivar Veba, which will be available in 100 high-street Bass Leisure Retail Bars and 360 Sainsbury's stores in the UK, will be supported by an extensive consumer PR programme and a UK wide in-bar promotion campaign.

Paul Murray, senior marketing manager at Maxxium UK, distributors for Vladivar said: "The campaign will be launched later this year once the product is generally available to all channels in the trade."

Murray continued: "To have both Sainsbury's and Bass Leisure Retail supporting Veba in this way is a great testament for the brand and gives us a solid platform from which to launch."

Veba, which is expected to sell in retail outlets for £1.29, will be sold exclusively in Bass bars for eight weeks before becoming available on general release on both the off- and on-trade.