Moët Hennessy UK is eyeing up premium off-trade retailers in the UK with the aim of developing a super-premium vodka segment on the back of on-trade success.

Belvedere, which has 500 years of Polish heritage, has grown in popularity through the UK's bar scene as a popular ingredient in the Martini and other cocktails. The brand was launched in Waitrose at the end of last year, priced at £25.99, and distributor Moët Hennessy is now seeking out specialist drinks retailers.

The market for super premium vodkas -those priced more than £25 a bottle - is growing strongly through the UK bar scene, according to Moët Hennessy. "It is still a young sector so we need to continue to educate consumers through the on-trade," said Charles Edward, marketing director for the brand.

A spokesman for the company said UK consumers were only just starting to recognise the variety of tastes and qualities of vodka available.

He added that the company would be investing in establishing the brand's super-premium positioning, starting with the launch of the Belvedere Private Room - a service set up to deliver a professional bartender, poker expert, make-up artist, masseur or manicurist to homes - at Christmas.

The service includes a professional mixologist who brings ingredients and equipment to mix cocktails in the home.

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