DAMON DASH PROMISES VODKA 'WORLD DOMINATION'

Published: 23 July, 2008

By Jack Hibberd

In typical Boombastic style, the American rap music producer Damon Dash has predicted his Armadale vodka, recently launched in the UK, will achieve world domination' of the growing super-premium vodka market. Dash, arguably most famous in the UK for (inaccurate) tabloid speculation linking him romantically to Victoria Beckham, has teamed up with leading Scottish distiller William Grant & Sons to produce the vodka, which is the latest product to come from Dash's luxury Rocafella music, clothing and accessories brand. It's super smooth and will be sold anywhere where people with a few spare dollars go,' Dash told Harpers, and whatever [super-premium competitor] Grey Goose costs, we're going to cost a few dollars or pounds more. Whatever we do, music, clothes, whatever, we like to do the best.' The 40% ABV vodka, produced with both barley and wheat, will be distributed by Coe Vintners with an RRP of between 20 and 30. Armadale is named after a castle in Scotland Dash discovered on the Internet. It's a Scottish vodka so we wanted a Scottish name,' said Dash.

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