Halewood launches flavoured vodka range
Halewood International has launched a range of flavoured vodka to add to its spirits portfolio.
Jellus vodka is available in four flavours – Citrus Lemon, Strawberry Cheesecake, Morrello Cola and Toasted Marshmallow – and the 37.5% abv bottles retail at £9.99.
The vodka has launched exclusively at ASDA but there are plans to distribute it to more major multiples and independents.
It is aimed at men and women aged 21-30, and a marketing campaign has focused on social and digital media.
Spokesperson Sian Dixon said: “The flavoured vodka market has seen a recent surge of new entrants, with consumer interest being driven by several premium vodka brands.
“Halewood International identified a gap in the market to produce flavoured vodka at a more accessible price-point.
“The introduction of flavoured vodka has brought additional customers into the market, and these consumers are now seeking exciting, alternative flavours. Whilst this was initially created specifically for ASDA, we now plan a national rollout programme across the off and on trade.”