The Food & Drink Innovation Network

July 26th, 2011

Eristoff vodka is extending its range into the off-trade from the beginning of July with the launch of Eristoff Gold.

Building on the brand’s success since launch less than two years ago, Eristoff Gold will join Eristoff Vodka and Eristoff Black and help to reinforce Eristoff’s position as a fast growing vodka brand.

It’s rapid growth across the globe has enabled it to become the 2nd largest Vodka brand in the UK on-trade in less than two years.

Eristoff Gold is named after its amber colour, and has what the brand’s creators are calling a ‘creamy, smooth caramel and rich vanilla flavour.’

With an MRRP of £13.99, each 70cl bottle is 20% ABV and comes packaged in a clear bottle design that allows the golden colour to show through, aiming to cheive clear standout on-shelf and offering strong visibility to the consumer.

The launch is being supported by Eristoff’s £2m marketing campaign.

Eristoff Gold will be sampled nationally in bars and clubs across the UK, aiming to highlight the versatility of Eristoff flavours which can be consumed neat as a chilled shot or with a mixer.

All activity is designed to drive awareness and trial of the Eristoff range amongst a core target audience of LDA – 24 year old males.

Mark Holdsworth, Eristoff Vodka Category Controller, said:

“Eristoff has enjoyed phenomenal success since launch two years ago, firmly routing itself as a serious vodka brand in the UK with rapid distribution growth both in off-trade and on-trade.

“After winning an award for its great taste earlier this year, we’re confident that Eristoff Gold will be well received by our target audience and help grow the brand further.

“We’d recommend that retailers stock the full Eristoff range, block merchandising the three variants together to deliver greater on-shelf visibility in order to drive sales.”

Eristoff was voted a ‘Global star performer’ in the Power 100 Drinks Report 2010 and is currently worth £58m in the UK and growing by 150% year on year.