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Gallo looks to grow UK spirits business with launch of New Amsterdam Vodka

Published:  27 November, 2013

Californian wine producer, E&J Gallo, is strengthening its UK spirits portfolio with the launch of New Amsterdam Vodka that has enjoyed considerable success in the US since its launch in 2011.

It hopes it can match some of the breakthrough it has enjoyed in the US where it became the fastest spirits brand to reach 1 million cases sold in its first year, according to IRI figures.

In the UK it will be available in two size formats, 20cl bottles with an RRP £5.49 and 70cl bottles with an RRP of £15.99 and is being released initially through the impulse sector. It will work closely with four "spirits ambassadors" who wil work closely with independent retailers to build

"We're looking forward to the reception it will get here in the UK," said Bill Roberts, Gallo's vice president and general manager for Europe, Middle East, and Asia.

Targeted at "Millenial" consumers the vodka is made from grains sourced in Missouri and Nebraska.

Its success in the US was attributed to using a combination of different marketing strategies, from traditional television advertising to hosting events such as pop-up "shave lounges" in key cities across the US. Its relatively low price also drew consumers in. The US commercial was shot by English film director Nima Noruizadeh and was part of a "It's Your Town" campaign.