The split between the on and off-trade will vary on each market, but Vantguard says it will be a minimum of 60% on-trade.
“It is now the perfect moment for us to launch in the US for several reasons, “ Vantguard marketing manager, Juan Carlos Moroto said.
“Firstly, we have the perfect partner in terms of distribution and understanding our challenging approach in the market. Secondly, we are not just launching Gin Mare, but the whole portfolio.
“And finally, we are seeing signs on the premiumisation of the super premium gin market and I believe that can offer a unique angle to the market too,” Moroto says.
The roll out will start in November 2014 in New York, San Francisco and Chicago with a launch in Washington, Florida and Los Angeles in early 2015. The company plans to launch in the rest of the “main US states” at the end of 2015 or early 2016.