GBL International is launching its VK range of vodka pre-mixes in cans which display the word Energy' ­ in defiance of industry guidelines. GBL is already the subject of a complaint to the Portman Group after applying the same formula to one style in the range in its bottled format. Linking Energy' to alcohol is contrary to the watchdog group's beefed up code of practice. Nevertheless the cans still feature the words Vodka and Energy' and managing director Steve Perez is unrepentant. He said: "We are waiting for a decision on the complaint, but if the ruling is against us and retailers want to comply with that, then the same product is available under the VK Blue name." VK Energy and VK Ice are the two best sellers in the range which sells 80% of its volume in the on-trade. Perez said it had been phenomenally successful. "Last year we turned over £2m. This year it will be £15m and next year we expect sales of £50m ­ and we are not in a single major multiple grocer." Perez says the multiples are out of touch, partly because they change their buyers so often. "They still give the same amount of shelf space to brands that have come and gone, such as Hooch and Woody's. They stopped selling in the on-trade a year ago." The cans will retail at 99p and a new non alcoholic version, Pure Energy, also available in 250ml cans, will sell at 79p. The range is supported by a £1m budget which includes style press advertising, local radio, promotions in bars and clubs and a new website launch. {{DRINKS }}

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