Richmond Marketing, the company that distributes Red Bull and Tiger Beer in the UK, is gearing up to take on Absolut and Smirnoff with the launch of a red-coloured herbal vodka.
Marx is the first red-coloured vodka to be launched in the UK, although there are several such brands available in Europe. It will be available in two varieties: Marx Herbal Vodka, at 37% abv, and a low-alcohol version called Marx Herbal Spirit, which cannot legally be advertised as vodka.
The product, which is being test-marketed in Belfast, is made with “energy-giving” herbs, and will be sold in 700ml bottles. It is being given a soft launch into the on-trade and will be supported in nightclubs and bars to encourage sampling.
Richmond Marketing managing director Barry Connolly says that Marx can be drunk neat and also with mixers such as fruit juice.
It will not be supported with a major ad campaign for its launch but it is expected to receive increased marketing when it is rolled out into the off-trade, multiples, supermarkets and duty-free shops.