Marie Brizard to launch ‘daring’ cannabis vodkaBy Amy Hopkins
Marie Brizard Wine & Spirits is to launch a “bold and daring” brand of cannabis-flavoured vodka at TFWA World Exhibition & Conference in Cannes next week.
The French drinks group, which recently changed its name from Belvedere, describes Shotka as a “premium” cannabis-flavoured vodka targeted towards “rebellious night-clubbing fans”.
First launched in Spain this summer in partnership with nightlife company Matinée Group, Shotka is said to have the “unique” taste of cannabis, without its narcotic effects.
Spanish actress Rossy de Palma promoted Shotka through a video teaser played at Matinée Group’s Circuit Festival, while 600 Shotka parties were held around the country.
The brand now plans to roll out acorss the US, Canada, Poland, Denmark, Bulgaria, France, Lithuania, Estonia, Georgia and Ukrains, as well as global travel retail.
“Having been to several Shotka parties this summer, I can see that this brand and its activation is perfect for the airports serving the major resorts where our target customer goes to party,” said Kevin Baker, GTR director for Marie Brizard Wine & Spirits.
“There are some retailers for whom this may be too daring and challenging as a brand concept, whilst the more progressive will embrace its potential. Travel retail buyers are constantly calling for brands that are different – Shotka most certainly fits the bill.”
The bottle features 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”.
Marie Brizard Wine & Spirits will showcase Shotka in at TFWA World Exhibition & Conference in Cannes next week. The group will be based in the Yellow Village, stand E32.