Vodkat to rebrand after Diageo settlement

Vodkat will relaunch under a new brand name next year after parent company Intercontinental Brands (ICB) settled its two-year dispute with Diageo.


Diageo won a High Court case against ICB in January over Vodkat, a vodka-based spirit brand. The Smirnoff maker had argued that customers were being led to believe that the cheaper less alcoholic Vodkat drink was real vodka.

Mr Justice Arnold ruled that a brand name derived from the word vodka but not real vodka was likely to confuse consumers.

Diageo says: “ICB agreed to change the Vodkat brand name and packaging to ensure it is clear to consumers that the product is not vodka and to pay Diageo a substantial sum in damages and legal costs.”

A spokeswoman for ICB says it will launch a “new product” in the first quarter of 2011. She adds the last shipments of Vodkat to retailers and wholesalers will be on 31 January 2011.

The High Court ruling also saw Vodka join champagne, whisky and sherry as a drinks name protected by law from lookalike brands.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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