Red Bull calls on Marx for UK red vodka trial

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.

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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here