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News
Ministry of Vodka
London clubbing institution Ministry of Sound is launching its own vodka brand tomorrow. In the on-trade, the premium spirit will be exclusively sold at the South London club, while it will also roll out to 240 Sainsburys stores this month (with an RRP of £12.99).
Ministry of Sound will reportedly support its vokda brand with a seven-figure marketing budget, using a house party theme in its brand communications, and promoting a neat or over-ice serve.
Nicola Heyes of Ministry of Sound commented: “We are confident in the high volume potential of the new vodka, not only because of the unique taste, but because of Ministry of Sound’s global brand appeal.”
Marketing activity will include viral and social media to promote the brand, making use of the significant traffic to the franchise’s website. A dedicated part of the site will offer visitors exclusive tracks.
The brand’s launch tomorrow night, held at the club’s flagship venue in South London, will be in keeping with the house party theme and will feature DJs such as Annie Mac and Mark Knight.
Clinton Cawood, 09/04/08Â