Dance music label Ministry of Sound is moving into the vodka market this month.
Ministry of Sound Vodka is being released in the on and off-trades and will initially be available in 240 Sainsbury's stores, priced at £12.99, and in clubs.
"The aim is to introduce the vodka to clubbers and non-clubbers and produce a series of campaigns that really connect with our whole target audience," said Nicola Heyes, head of marketing. The launch is being backed by a seven-figure campaign including a "seeding campaign" of product placing and an interactive website at www.ministryofsound.com/vodka.
The activity will steer clear of the traditional approach adopted in the vodka market, promised Heyes. "We are taking a giant leap away from the tired connotations of Eastern Europe and gimmicky flavours. We believe our consumers have got better things to do than be told about triple distillation processes and pure filtration techniques."
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