In a bid to reinforce its relationship with UK clubbers, Vodka Source has launched a major initiative to find the UK's next DJ superstar.

Vodka Source has teamed up with Serious, the UK's premier DJ management agency, to search for the country's best new DJ talent in a competition that will be settled by a "play-off" at a top London venue.

The initiative is part of a £7m push behind the brand this year by Interbrew UK to build on the success of previous music-linked activity.

Allan Tudor, on-trade sales director at Interbrew UK, said: "We are communicating the brand message in a way that is relevant to the lifestyle of young adults, which revolves around clubs, music and having a good time.

"This will build a closer relationship with a key audience of premium spirit drinkers and drive the momentum of the brand," he added.

The four DJ finalists will perform live in front of an invited crowd at London's AKA bar on 7 July 2001 when the winner will be selected.

The winner will get the opportunity to play a live set and they could also secure a year-long contract with the Serious management agency which has names such as Judge Jules and Sonique on its roster.

To ensure a high level response the competition is also being advertised in two of club land's magazines, Ministry and Muzik.