IDV moots TV initiative in wake of UD commercial

International Distillers & Vintners is considering following United Distillers’ lead by advertising full-strength spirits on television in the light of new rules introduced by broadcast regulators.

The company is mooting commercials for new brands such as Bombay Sapphire gin and Jose Cuervo tequila. Both are in development but are close to national launch.

TV advertising for IDV’s top-selling vodka brand Smirnoff is unlikely because the company believes the cinema campaign is already successful.

IDV, which has a wide portfolio of spirits, liqueur and wine brands, says it has “no imm-

ediate plans to change brand

strategy”.

However, an IDV statement issued last week said: “In view of the new Broadcast Advertising Clearance Centre (BACC) rules, we will have to consider our competitive position.”

IDV’s comments follow the ending of the voluntary ban on spirits commercials on tele-

vision by the BACC. It is understood United Distillers’ Bell’s whisky will be the first high-strength spirits brand to be advertised on TV.

Allied Domecq says it has no plans to advertise spirits on TV at present.