UK: Zubrowka vodka to get push from First Drinks

By | 2 July 2012

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.

Sectors: Marketing – advertising & promotions, Spirits

Companies: William Grant

There are currently no comments on this article

Be the first to comment on this article

Related research

The world’s top-performing spirits brands

This is the second edition of our popular ranking of the world's leading spirits brands....

Related articles

Review of the Year 2012 - Part V: Spirits

It was back to business for spirits companies in 2012 as the industry's recovery continued apace.

UK: William Grant & Sons updates Three Barrels in UK

William Grant & Sons has lined up a packaging refresh and size addition for its Three Barrels brandy in the UK.

Product Launch - TRAVEL RETAIL: William Grant & Sons’ Glenfiddich 125th Anniversary Edition

William Grant & Sons' Glenfiddich 125th Anniversary Edition

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page