Video: E&J Gallo moves into vodka
The spirit was “soft launched” in the UK last year, following success in its home US market where it has become the third biggest vodka brand by volume, behind Smirnoff and Absolut, selling 4.4m cases last year.
It is a 100% grain vodka, five-times distilled and triple filtered. It is aimed at millennials, competing against Smirnoff and Russian Standard, and positioned as a “popular priced, premium vodka.”
The push will include an on-trade campaign comprising sponsored events, New Amsterdam evenings in venues, and PoS kits and merchandise to raise awareness of the brand.
This will be supported with activity on social media, in the trade and an outdoor poster campaign.
“New Amsterdam is going to be a real game changer for any outlet that wants to engage with the UK’s most important consumer group,” said Bill Roberts, E&J Gallo EMEA, VP and GM.
