Vodka smoothie from ICB

InterContinental Brands (ICB) has launched the first alcoholic smoothie and will back it with two TV sponsorship deals

InterContinental Brands (ICB) has launched the first alcoholic smoothie and will back it with two TV sponsorship deals.

Vodkat Smoothies is a 12% abv vodka-flavoured drink available in four flavours: Cassis; Apple & Strawberry; Apple & Mango; Orange & Passionfruit; and Cranberry & Raspberry.

ICB said it took 12 months to develop the smoothie, which is designed to be served over ice from 50cl bottles.

ICB is currently sponsoring repeats of The Secret Diary of a Call Girl on ITV1, starring Billie Piper, with break bumpers.

In addition it is sponsoring Hollywood drama Entourage on ITV2 from September.

Meanwhile, consumer press advertising breaks this month.

An ICB spokesperson said: "Fruit smoothies have evolved into the must-stock mainstream retail choice of recent times — and everyone knows about the rejuvenating effect of the over-ice phenomenon in the cider market.

"Vodkat is a smooth, silky, versatile drink that is genuinely new and unique, with sure-fire appeal for the ever- adventurous, highly sociable target market of 18 to 30-year-olds."

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