Bass Brewers is launching Blue, a vodka-based “chill-out” drink for clubbers, to complement its “invigorating” alcoholic drink brand, Red.
The company is putting &£2m marketing support behind Blue, which contains extracts of herbs kava kava and schizandra. This support includes press ads created by KLP, which handles advertising for Red. Media buying is through BBJ Media Services.
Blue will be launched in the on-trade this week, in outlets including “style bars” and clubs such as Gatecrasher and Po Na Na, as well as student bars. The brand is also hoping to sponsor Blue chill-out zones in leisure venues across the country.
Bass claims Blue demonstrates its commitment to product development and packaging innovation.
It follows the relaunch last month of Red in a resealable soft pack, to appeal to clubbers and festival goers.
The ‘Red Pouch’ is being tested in 35 clubs and bars across the UK to coincide with the Red Tour, which brings top DJs to nightclubs around the country.
Red, which is five per cent alcohol by volume and contains extracts of the energy-giving plant guarana, was first launched in 1992.
Belgian brewer Interbrew, which bought Bass Brewers for &£2.3bn last August, says it is expecting a result by the end of this month from the judicial review into the British Competition Commission’s blocking of the takeover.