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Marie Brizard Wine & Spirits Global Travel Retail Director Kevin Baker says Shotka “fits the bill” for a brand that is different |
Marie Brizard Wine & Spirits has launched a premium cannabis-flavoured vodka in travel retail.
Shotka was highlighted by Marie Brizard at last month’s TFWA World Exhibition in Cannes and is aimed at night clubbing fans aged from 18 to 28. The spirit, according to Marie Brizard, does not have the narcotic effects of the drug (also known as marijuana) but “stands out with its unique and unexpected taste”.
First launched in Spain this summer in partnership with nightlife company Matinée Group, Shotka is the focus of promotions which will run until the end of 2016. Shotka parties are planned in Barcelona, Sitges, Ibiza and Madrid, part of a roll-out that includes the USA, Canada, Poland, Denmark, Bulgaria, France, Lithuania, Estonia, Georgia and Ukraine. The party programmes feature promotional games, supported by social media activations.
Marie Brizard Wine & Spirits Global Travel Retail Director Kevin Baker commented: “Having been to several Shotka parties this summer, I can see that this brand and its activation are perfect for the airports serving the major resorts where our target customer goes to party. There are some retailers for whom this may be too daring and challenging as a brand concept, while the more progressive will embrace its potential. Travel retail buyers are constantly calling for brands that are different – Shotka most certainly fits the bill.”
Packaging is designed to offer high shelf stand-out visibility. The one-litre travel retail size bottle, which is a silver opaque colour, has a dragon-style motif and the words “Promise you won’t shoot me down if I ask your name. Let’s dance first. Call us Mary & Jane. Shotka” in black and green.
“It’s an incredibly provocative design – stylishly hypnotising; definitely one of the only products of its kind on the market,” said Baker.
“Shotka is like a rebellious individual in a crowd of ordinary drinks. It creates the sense that one can take risks, be disobedient, cross the line and dare to be different. We want to be differentiated from other drinks,” the brand company stated.
Baker said that Shotka attracted much interest at the TFWA World Exhibition. “Everyone wanted to know what Shotka was about and what it tasted like.”
At Cannes Marie Brizard also highlighted its Cognac Gautier range and unveiled the first stages of new brand design and packaging.
“Cognac Gautier will have a new look and feel. It will be modern and contemporary but, at the same time, emphasise the brand’s craftsmanship, history and qualities, paying homage to the people, passion and skill behind the name,” noted Baker.
