A vodka-style product has landed on multiples' shelves to offer drinkers an entry-level spirit with lower alcohol and price.

Vodkat is described by producer InterContinental Brands as a premium spirit mix that can be enjoyed with ice or with mixers.

The brand has a lower alcoholic strength than vodka, at 22% abv, and so can only be described as a vodka-style product.

Vodkat was created last year but the producer said it was now ready to grow its profile in the UK off-trade. It has already secured listings in Sainsbury's, Threshers and Bargain Booze.

"Hopes for the brand are to continue to gain distribution, to grow sales and to introduce new consumers to Vodkat," said joint MD Paul Burton.

"We are aiming predominantly at 18 to 35-year-old women, as this group is the main consumer of vodka in the take-home market."

Sainsbury's spirits buyer Fiona Bayley said the brand had just gone into stores but was already selling well.

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