First Drinks is seeking to re-position Zubrowka having taken on UK distribution

First Drinks is seeking to re-position Zubrowka having taken on UK distribution

A new 18-month multi-media promotional campaign will aim to reposition Polish vodka brand Zubrowka in the UK, according to First Drinks, the brand's new distributor. 

William Grant & Sons-owned First Drinks, which officially took on UK distribution for the brand today (2 July), said the digital, social media and experiential campaign will target "25 to 40 year-old authenticity-seeking drinkers and on-trade influencers". The campaign will feature the illustrations of artist Kristjana S. Williams, but the bottle artwork will not change. 

A First Drinks' spokesperson told just-drinks the campaign will cost "just under" GBP1m (US$1.567m). 

Hayley Aldous, First Drinks' senior brand manager, vodkas, said: "We’re tremendously excited to have Zubrowka in our portfolio and ... we’re confident of attracting a new drinker to the brand."

Zubrowka was first released in the UK in 2000 and previously distributed by Glasgow-based Marblehead.