United Spirits Ltd (USL), which recently launched Vladivar Vodka, India's first twin-flavoured vodka, is looking at the Formula One race and the Metallica concert to promote the brand.
The company intends to capitalise on the huge fan following that the heavy metal band Metallica attracts to popularise the vodka brand.
USL launched three twin-flavoured variants of Vladivar Vodka — lime-mint, orange-pepper and green apple-mint — two months ago. The Vladivar vodka brand, present in the premium vodka segment, is priced at Rs 603 for a 750 ml bottle and competes with Diageo's Smirnoff vodka.
It is manufactured at USL's unit at Nasik, Maharashtra.
In the vodka market which is growing at about 25 per cent, USL expects the brand to grab about 10 per cent market share in the first year of launch, Mr Ashok Capoor, President and Managing Director, United Spirits Ltd, told Business Line.
“Vodka appeals to the youth and the association with rock has been well entrenched for many years and we see this as an ideal fit to promote the brand,” he said.
Being a part of the Force India Grand Prix team, Vladivar has launched a Vladivar Force India limited edition pack. USL sponsors F1 Rocks, the official party after the race, and plans to promote the vodka brand there also .