Shotka is the new stand-out brand launch from Marie Brizard Wine & Spirits, which was shown to travel retail buyers for the first time at TFWA World Exhibition last week.
Shotka is a premium, cannabis flavoured vodka with a bold and daring approach targeted at rebellious night-clubbing fans. Without the narcotic effects of this most hotly debated drug (also known as marijuana) Shotka stands out with its unique and unexpected taste.
As a cocktail ingredient shot, Shotka is targeted at the intersection of two core groups ‘fun seekers‘ of legal drinking age (LDA) to 24years and ‘impulse actives’ aged LDA to 28 years, together with the ‘upbeat home’ and ‘upbeat out’ occasions.
First launched in Spain during summer 2015 in a strategic partnership with Matinée Group, one of the world’s most prestigious nightlife companies, Shotka is the focus of a targeted activation program that will run until the end of next year.
The Matinée Group’s Circuit Festival included a Shotka video teaser by Rossy de Palma, best known for her roles in Almodóvar films, while some 600 Shotka parties will be held in and around Barcelona, Sitges, Ibiza and Madrid by the end of 2016. This forms part of an initial roll-out plan that includes US, Canada, Poland, Denmark, Bulgaria, France, Lithuania, Estonia, Georgia and Ukraine.
Parties feature daring promotional games, supported by extensive social media activations via Instagram, Facebook groups and other online social media and blogs.
Says Kevin Baker, GTR Director for MBWS: “Having been to several Shotka parties this summer, I can see that this brand and its activation is perfect for the airports serving the major resorts where our target customer goes to party. There are some retailers for whom this may be too daring and challenging as a brand concept, whilst the more progressive will embrace its potential. Travel retail buyers are constantly calling for brands that are different – Shotka most certainly fits the bill!”
The packaging offers high shelf stand-out visibility with a silver opaque one litre bottle for travel retail (70cl on domestic) with a dragon-style motif and the words “Promise you won’t shoot me down if I ask your name. Let’s dance first. Call us Mary & Jane. SHOTKA” in black and green. “It’s an incredibly provocative design - stylishly hypnotising; definitely one of the only products of its kind on the market,” adds Baker.
28 October 2015 - Felicity Murray The Drinks Report, editor
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