William Grant is aiming at style-conscious consumers with the UK launch of Armadale Vodka in association with hip-hop mogul Damon Dash.
Available from August 1 through Coe Vintners, Armadale is the latest brand addition to the Rocafella Records empire headed up by Dash. Produced by William Grant in Ayrshire, the triple distilled vodka will be supported in the UK through other Rocafella brands, bands and artists, said Dash.
Named after Armadale Castle in Skye, the litre bottles have an rsp of £30.
It will be competing with another British premium vodka, Vodka O2, which has gained a listing with Sainsbury from the end of July.
Described as the first premium sparkling vodka, the 80% abv product is produced by International English Distillers and already sold on-line.