Jim Beam Brands (JBB) is launching a pre-mixed spirit, based on Vladivar vodka, through its UK sales and marketing arm, Maxxium UK.
Vladivar Veba, a vodka-based sweet and sour cherry flavoured drink, will target the 18to 25-year-old female market.
The drink is the first product extension from Vladivar, the UK’s second biggest vodka brand. Initially it will be launched in “high energy” city centre bars from May, before being rolled out nationally.
Maxxium UK senior marketing manager Paul Murray says he is confident that Vladivar Veba will “carve a niche in a competitive market”.
He adds that JBB is considering extending the range of flavours and launching Veba in other countries.
The launch, which will include free sampling sessions, radio and bar promotions, will be handled by marketing and sales promotions agency IPM Edinburgh.
While no advertising is planned to support the launch, any future campaign would be created by Y&R Chicago, which handles all global advertising for Jim Beam Brands. Media buying is handled by the Media Edge.
Maxxium UK, a joint venture set up in 1999 by Jim Beam Brands, Remy Cointreau and Highland Distillers, also handles the sales and marketing of Jim Beam Bourbon, Cointreau and Glayva liqueurs.