Swedish spirits company Facile is introducing its premium vodka Seriously to the UK take home trade this spring, following its successful launch into the on-trade in 2000. UK managing director James Roberton believes there is gap in the market for a premium high quality vodka with the right image and generous margins for the trade. To build awareness of Seriously he is planning to back the brand with marketing support, including advertising. "We have a product that delivers the right taste and we will make sure the support projects the right brand values." The advertising will be concentrated on major cities,including London, Glasgow and Edinburgh, in the autumn. {{DRINKS }}