UK: First Drinks splashes £2m on new vodka

14 May, 2012

UK distributor First Drinks is to invest £2m in marketing the Green Mark vodka brand in the UK.

The nationwide ‘Toast of Russia’ campaign is to incorporate advertising, PR and digital activity.

Advertising will be located in city centres and at London underground stations from May 14.

First Drinks has secured listings for Green Mark in Waitrose, Tesco, Morrison’s, and ASDA. In the convenience sector - Nisa, Costcutter and Co-op now stock Green Mark.

Hayley Aldous, senior brand manager for Green Mark at First Drinks, said: “Vodka remains a key growth category in the off-trade, up 11% year on year. Premium vodkas are driving this growth and Green Mark is proving to be an exciting addition to the category.

“We are committed to long-term investment in Green Mark to really establish the brand in the UK. We have an excellent track record of building brands and as an industry leader in the premium spirits market, we are confident that our strategy for Green Mark will help propel it to be a key player in the UK vodka market.”

Green Mark has collaborated with La Boca, a design collective, on the creative for The Toast of Russia. The campaign is based on constructivism art, originating from Russia in the early 1920s.

Green Mark is the third largest international vodka brand, behind Smirnoff and Absolut (Drinks International Millionaires 2012).

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