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YouTube collective The Sidemen win Morrisons listing for XIX Vodka

The hugely successful YouTube collective known as The Sidemen has announced that their online sell-out vodka will now be available in Morrisons stores across the UK.

The Sidemen is a collective of well-known YouTubers that is led by the now-professional boxer, KSI. They are known for their humorous YouTube videos that include real-life Tinder and football challenges, including a recent video with professional goalkeeper Ben Foster.

But The Sidemen have turned their attention to physical products of late, most notably their XIX Vodka, a multiple-distilled spirit made from premium wheat. According to a website description, the vodka is “finely balanced with soft water from the Scottish highlands, then slowly filtered to deliver a truly exceptional taste and finish”.

“The opportunity to join up with Morrisons to get XIX Vodka on their shelves is a massive step in achieving our long-term vision. We wanted to create a brand that would outlive us, and seeing us next to brands who have been in the game for decades is a great sign that we’re getting there,” commented The Sidemen’s Vikram Singh Barn, better known as Vikkstar.

The Vodka sold out within minutes of its online release last year.

“XIX is an amazing product which is utilising a massive Sidemen following, the liquid is amazing, and the creators even better. The activation has been hugely effective with the use of social media driving existing and new customers into store to buy the product. This is a big win for Morrisons, working exclusively with XIX on delivering a product that our customers want,” Henry Sweeting, Spirits Buyer at Morrisons added.

The partnership with Morrisons sees The Sidemen’s vodka available in bricks and mortar for the first time, a move the collective hopes will expand its reach to the general consumer.

XIX Vodka is a 40% ABV bottle with an RRP of £34.99.

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