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ROK Drinks becomes ROKiT after Martini sponsorship switch

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Multi-category group ROK Drinks has changed its name to ROKiT Drinks in a move designed to piggy-back sister company ROKiT Phones' recent replacement of Martini as the title sponsor of Williams Racing Formula 1 team.

The company, which owns the Bogart's spirits portfolio and ABK Bavarian beer brand, announced the change yesterday. The switch has taken immediate effect.

In February, smartphone and wi-fi provider ROKiT Phones secured a multi-year agreement with Williams Racing. The company replaced Bacardi's Martini brand as Williams' lead sponsorship partner. Bacardi had partnered with the team since early-2014.

"It makes complete sense to align all our ROKiT companies under the same brand name," said Jonathan Kendrick, chairman of the ROKiT group. "Each will benefit symbiotically from the support they can give to each other across the entire range of our brand-building and marketing activities."

As well as the Formula 1 deal, the tech division is also the title sponsor of Nic Hamilton's British Touring Car Championship (BTCC) team and has tie-ups with NBA team the Houston Rockets, NFL team the Los Angeles Chargers and the World Senior Snooker Tour.

The Bogart's brand plays in the gin, rum and vodka categories. ROKiT Drinks also owns Uisce Beatha Irish whiskey, now called UB, as well as its namesake bottled water and energy drink brands.

ROKiT co-founder John Paul DeJoria also set up the Patron Tequila brand, with Martin Crowley. Bacardi took full control of parent company Patron Spirits International last year.

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