The brand first launched in the US in 2011

The brand first launched in the US in 2011

E&J Gallo has launched its New Amsterdam Vodka brand in the UK. 

The “premium” vodka, which launched in the US in 2011, went on sale in the UK impulse sector late last month. The product is being sold at an RRP of GBP15.99 (US$26.25) for a 70cl bottle and GBP5.49 for a 20cl bottle. 

The UK launch is being supported by a “heavy” marketing investment, partly through the use of four “spirits ambassadors”, the company said. A spokesperson declined to give a specific figure on the spend. 

In the US, the brand sold a million cases in its first year and Gallo says it hopes the product will be a “top five” vodka in the US by the end of this year. 

Bill Roberts, E&J Gallo's Europe, Middle East, Asia general manager, said: “New Amsterdam Vodka has already achieved astounding success in the US and we’re looking forward to the reception it will get here in the UK.” 

Last month, Gallo launched a US TV ad for the brand, while in July two flavoured variants were given their debut in the US.