Bacardis Eristoff is getting a brand makeover in the UK

Bacardi's Eristoff is getting a brand makeover in the UK

Bacardi Brown-Forman Brands is launching a print and outdoor marketing campaign for its Eristoff vodka brand in the UK, designed to maintain its appeal with younger consumers.

The upcoming push is part of a brand refresh that will use social media and samplings to target 18- to 24-year-olds, the company said. The vodka's packaging and bottle design will remain the same, an Eristoff spokesperson told just-drinks earlier today (2 November).

The outdoor marketing activity includes a wolf mural designed by a “world-renowned street artist”, the company said. The identity of the artist and mural location has not been disclosed to be “true to the mysterious nature of the street art world”, it said. A video clip of the mural being designed can be viewed below.

Bacardi Brown-Forman Brands is the sales, marketing and distribution JV for the two companies in the UK. The Eristoff brand is owned by Bacardi. 

The campaign covers Eristoff's three variants: Vodka; Black; and Gold.

Eristoff is now available in 35cl and 50cl fractionals as well as 70cl bottles in the UK. The spokesperson said the fractionals were launched at the end of August and are a response to consumer demand for convenience.

The line was launched in the US last year.