Kyndal Spirits, the year-old Scottish drinks company that owns Whyte & Mackay whisky and Vladivar vodka, is launching a creamed vodka called L’ush.
L’ush will be available as a full-strength 37.5 per cent ABV (alcohol by volume) vodka and also as a 5.1 per cent ABV premium packaged spirit. The PPS comes in two variants: strawberry and vanilla. L’ush is being launched in the on-trade sector, with an off-trade launch planned for early next year.
As part of the launch, sampling teams will visit pubs and bars to set up L’ush Lounges, where consumers will be offered complementary beauty treatments while drinking L’ush. In addition to the lounges, marketing will include posters and below-the-line activity, all created by Arc Integrated Marketing.
Marketing director Glen Gribbon hopes an above-the-line campaign will break around Easter next year. He says L’ush is being positioned as a “funky, urban chic brand”, which should appeal to both men and women.
The company is also considering launching a Glen Bogle whisky. Glen Bogle is the fictitious setting for BBC1’s popular drama series, Monarch of the Glen. Gribbon says nothing has been decided yet.