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New Amsterdam Vodka launches major millennial-focused campaign

Published:  28 October, 2015

E. & J. Gallo has unveiled an innovative new multi-million pound marketing campaign to support its US-distilled New Amsterdam Vodka brand.

E. & J. Gallo has unveiled an innovative new multi-million pound marketing campaign to support its US-distilled New Amsterdam Vodka brand.

The 'It's Your Town' campaign is aimed at discovering what makes the perfect night out for the millennial generation.

It uses a wide range of traditional and new media platforms - as well as experiential localized events - to engage and excite its target audience.

At a national level, there will be a major advertising campaign across terrestrial, on demand and digital TV channels.

The TV spots targeted range from sports events such as the Rugby World Cup 2015 to comedy, drama and lifestyle programming across ITV2, Sky and Channel 4, among others.

However, at the heart of the 'It's Your Town' campaign are bespoke events tailored to the local culture and nightlife of four major UK cities.

The cities involved are Glasgow, Birmingham, Manchester and London.

New Amsterdam Vodka teamed up with online party-planning website, Design My Night to survey millennials and identify what they look for in a night out.

New Amsterdam logo

Four curators, one from each city, and all from different creative sectors will showcase their home town through a range of media.

From mix tapes in Glasgow to street food in Birmingham - by way of urban myths, vox pops and blogs - the In Your Town campaign will celebrate and commemorate the distinctive cultural flavour of the UK's leading cities.

Launched in the US in 2011, New Amsterdam entered the UK market in November 2013.

The new UK campaign is built on a similar campaign - also called It's Your Town - with which Gallo launched New Amsterdam in its home market.

On the back of the campaign, New Amsterdam became the fastest selling spirit brand to hit 1 million cases in its first year, according to figures from IRI.

Olga Senkina, marketing director EMEA at E&J Gallo, said: "This is a very exciting launch for us. New Amsterdam Vodka has enjoyed tremendous success in the US and we are confident that will be replicated here in the UK.

"The integrated campaign is directed at millennials who are looking for more than just a new drink. They want to belong and share their experience and 'It's Your Town' provides them with the perfect platform to do this."

New Amsterdam Vodka is available nationwide. It has an RRP of £16.

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