Halewood International is looking to roll out a flavoured vodka range to the wider off-trade after a trial launch with Asda.
Four flavours of Jellus vodka (37.5%abv) - Citrus Lemon, Strawberry Cheesecake, Morrello Cola and Toasted Marshmallow - were launched exclusively into Asda in June (rsp:£9.99/50cl).
The range is pitched at 21 to 30-year-old men and women and has been supported by a social media and digital campaign. It will also target the on-trade in October.
Halewood hopes to tap the current trend for flavoured vodka, which has seen volumes increase 70% over the past 12 months [Nielsen 52 w/e 21 July] following NPD from Absolut and Smirnoff.