Around 240 Sainsbury's stores will this week be stocking the newly-launched Ministry of Sound vodka brand.
It will also be the house vodka in the London nightclub. The club claims it is moving away from the recent trend for “tired connotations of Eastern Europe and gimmicky flavours”.
It says consumers are not interested in the ingredients used or the vodka's distillation and filtration techniques.
Nicola Heyes, from Ministry of Sound, said: “We wanted to take our vodka in a completely new direction from existing brands, to offer a clear point of difference and to provide synergy with the ethos of Ministry of Sound.
“The aim is to introduce Ministry of Sound vodka to both clubbers and non-clubbers and produce a series of campaigns that really connect with our whole target audience.
“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. It should be enjoyed neat and over ice – we've mixed it so you don't have to,” she said.
“Its positioning will be simple as it looks to turn the tables on the traditional approach seen too often from new vodkas entering a competitive marketplace,” she said. “What it isn't is a simple brand extension, but a premium product being brought to market by a worldwide brand, backed by a seven-figure marketing spend.”
With a RRP of £12.99, the 700ml bottle will carry the Ministry of Sound logo and its promotions will be centred on a house party theme, reinforcing the brand's heritage in house music. The on-pack House Party promotion will be supported with an integrated marketing platform, using viral and social media.
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