Landmark Wholesale is locking horns with half-strength spirit brand Vodkat with the launch of own-label version Vodgrad.

The buying group said it was tapping the success of the half-strength spirits category, which it claims has grown 16% by volume in the past year and is worth £17m.

Like InterContinental Brands' Vodkat, Vodgrad, launched this week, has an abv of 22%. It is exclusive to independents and will be sold in a price-marked 70cl bottle for £4.99. Vodkat currently sells for £4.68-£5.04 in the multiples.

Retailers can buy a case of six bottles of Vodgrad for £19.99 and it will be featured in Landmark's Christmas promotions.

"The half-strength spirit category is incredibly exciting at the moment and the launch of Vodgrad comes at exactly the right time for the Christmas drinks market," said Landmark's spirit category trading controller John Fergusson-Cooper.