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Skyy vodka targets UK with 1.5m campaign

Published:  23 July, 2008

Skyy, one of the biggest vodka brands in the world, is targeting the UK on- and off-trades with a 1.5m marketing and advertising campaign.

The vodka recently sponsored the London premier of Sex and the City, to kick off the campaign.

Brand owner Gruppo Campari has selected the UK as the "major growth market" outside the US. While little known in the UK, Skyy has seen most of its success in the US, where nearly 90% of sales are generated.

As a result, Skyy is now the world's fourth largest vodka brand with sales of 2.9 million cases, rivalling long-established brands such as Stolynichnya (also in fourth place).

Positioned as "stylish, glamorous, modern and with a superior clean taste", Skyy is popular among 25- to 35-year-old professional women and 20- to 35-year-old fashion-conscious males.

In year one, marketing development will focus on the Midlands. A 500,000 outdoor advertising campaign will be seen 30 times by 85% of the target audience supported with significant investment in style bars and premium on-trade outlets.

The Skyy range includes the main 40% alcohol by volume vodka, which is distilled four times and filtered three times using American grain and filtered California water. Four flavoured varieties are also available in the distinctive blue bottle with vibrant fruit labels. These comprise Skyy Vanilla, Skyy Berry, Skyy Citrus and Skyy Orange.

Katie Warren, Skyy UK marketing manager, said: "2008 has seen a dramatic increase in the level of investment behind Skyy. As a result, we are already seeing Skyy taking considerable steps towards becoming one of the most glamorous, fastest-growing vodka brands in the UK."

Skyy vodka, priced 14.49, is distributed in the UK by Cellar Trends.