New Amsterdam Vodka is a UK ‘priority’ for Gallo

Californian wine maker E&J Gallo is making its entrance into the UK vodka category a “priority” for 2015, as it announces a new multi-million-pound marketing campaign for its New Amsterdam Vodka brand.

Introduced to the UK last year, the vodka is described as a “game-changer” for both the on- and off-trade, by giving Millennials, its target consumer group, “exactly what they want”.

Gallo intends to use its new marketing campaign, named It’s Your Town, to communicate with young, “city-minded” Millenials through digital and outdoof advertising, PR, social media and promotion incentives.

Gallo has also appointed nine ambassadors across the UK to build distribution in the on-trade and independent retailers.

James Taylor, marketing manager for New Amsterdam Vodka at E&J Gallo Winery, said: “[New Amsterdam’s] huge success in the US is already beginning to replicate here in the UK and we can’t wait to execute our multi-million-pound launch plan for the brand in 2015.”

Having launched in the US in 2011, New Amsterdam is already the third biggest-selling vodka, according to the company, and became the fastest new spirits launch to sell one million cases.

Bill Roberts, Gallo vice-president & general manager EMEA, said: “One of our biggest priorities this year is establishing ourselves in the vodka category.”

He added that New Amsterdam is “a home run for us with Millennials,” and remarked that “no one is really speaking to them. You have brands like Belvedere and Cîroc but they are a much more premium price.”

Although Gallo intends to throw its weight behind New Amsterdam Vodka in the UK, there are currently no plans to launch its gin extension in the country just yet.

New Amsterdam Vodka, which takes its name from the original name for New York, is distilled five times and triple-filtered from 100% American grain.

It retails in the UK for £4.99 for 200ml, and £14.99 for 700ml.