An 11 month press campaign and TV sponsorship are the latest initiatives supporting Whitbread's Vodka Source. The brewer is backing the brand with an £8m budget and within that has doubled the media support to £5m. The latest ad continues the Source Welcomes You to Sweden theme from the TV ads and features an offbeat calendar style. This will run in women's and lifestyle magazines. It is also sponsoring the C4 fashion show Slave. Whitbread said the brand was the biggest selling vodka based premium packaged spirit in take home in 1999. Its value in the on-trade grew by 134% last year and in take home it went up 600% off a small base [AC Nielsen]. {{DRINKS }}

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