Latvian vodka makes debut

Sheffield-based UB Drinks is hoping to shake up the UK vodka market with

the launch of a Latvian vodka.

Dannoff will be rolled out across Europe over the next three years, starting with the UK off-trade, where a 70cl bottle will be sold for a keen £9.99 recommended price point.

It is quadruple-distilled at the Latvijas Balzams Distillery in Riga, the Latvian capital.

UB Drinks national sales director Andy Causer said: "The launch of Dannoff vodka couldn't come at a better time, when consumers and retailers alike are feeling the pinch of the credit crunch.

"Dannoff vodka is a sophisticated vodka without the premium price tag, giving consumers value for money and retailers an exciting opportunity to increase profitability."

The launch will be backed by a

£3.5 million marketing spend in the

UK, including regional and national radio advertising, PR activity and retailer support.