25th February, 2014 by Lucy Shaw
American wine giant E&J Gallo is to give its “premium” vodka brand New Amsterdam a big push in the UK following its launch late last year.
New Amsterdam vodka
The newest addition to the company’s spirits portfolio, the brand plays on the old name for New York – New Amsterdam – and is housed in a skyscraper-shaped bottle with an image of the Empire State Building emblazoned on the back.
Launched in the US in 2011, New Amsterdam is the fastest new spirits release ever to sell one million cases.
“The vodka category is hot in the US right now – I think we’ve done so well with New Amsterdam due to the name, the eye catching packaging and fortunate timing,” Bill Roberts, vice president and general manager EMEA at E&J Gallo told the drinks business at an industry briefing in London today.
Slated to be one of the top five best selling vodka brands in the US by the end of the year, Gallo is investing heavily in pushing New Amsterdam in the UK market.
Its first target is independent retailers, though Gallo also has its sights set on getting the vodka into the capital’s top bars and nightclubs.
“Vodka is big business – 11 million cases of the stuff were sold in the UK alone last year and it remains the largest spirits category in the UK, so we’re looking to capitalise on that,” Roberts added.
Aiming to sit somewhere between Smirnoff and Absolut, Gallo describes New Amsterdam as “an affordable premium vodka” aimed at “aspirational Milennial consumers.”
“Following on from the success of the brand in the US, we’re looking forward to establishing New Amsterdam vodka in the UK market,” said James Taylor, associate marketing manager EMEA at E&J Gallo.
New Amsterdam Vodka carries a UK RRP of £15.99 for a 70cl bottle. The five times distilled and triple filtered vodka is made from grains from Missouri and Nebraska.