Halewood International has announced the launch of a flavoured vodka range to add to its expanding spirits portfolio.
Jellus vodka, available in four flavours, has launched exclusively into ASDA, targeting 21-30 year old men and women.
Available in 50cl distinctive bottles with an ABV of 37.5% the four flavours include Citrus Lemon, Strawberry Cheesecake, Morrello Cola and Toasted Marshmallow and retail at RRP of £9.99.
Marketing support for the brand has been focused around a campaign utilising social and digital media, with activity on Facebook being a major contributor to the initial success of the brand in Asda.
Plans beyond the initial launch stage include distribution to further major multiples and independent retailers and as well as targeting the On-Trade as early as October.
Marketing spokesperson Sian Dixon said:
“The flavoured vodka market has seen a recent surge of new entrants, with consumer interest being driven by several premium vodka brands.
“Halewood International identified a gap in the market to produce flavoured vodka at a more accessible price-point.
“The introduction of flavoured vodka has brought additional customers into the market, and these consumers are now seeking exciting, alternative flavours.
“Whilst this was initially created specifically for ASDA, we now plan a national rollout programme across the Off and On Trade.”