First Drinks has revealed it is targeting the on-trade with its repositioning of the Zubrowka bison grass vodka brand following the news the Hook-based distributor now has the UK deal to supply the Polish spirit.
The premium rye vodka, which receives its distinctive taste from the aromatic bison grass that grows in the Bialowieza Forest in north-east Poland, has previously been associated with the popular student drink - the 'frisky bison' cocktail.
However with a new brand look based on artist illustrations First Drinks has said it is now targeting 25 to 40-year-old drinkers and on-trade influencers looking to consume and stock an authentic product.
First Drinks has appointed Poland-born mixologist Pawel Rolka as brand ambassador. Rolka, who has worked with a number of on-trade clients across London in the last 10 years, will be promoting the use of Zubrowka in high-end cocktails.
Each bottle of the golden-Olive colour vodka, which is distilled by Polmos Białystok, the only distillery in Poland authorized to produce the product, contains a single blade of bison grass which is added by hand.
The rare bison grass has a rich almond-like vanilla scent and is harvested from May to September from the secret areas in the forest it is grown. The forest itself was declared a World Heritage Site in 1979.
The price for on-trade buyers will vary so restaurants, hotels or bars looking to stock Zubrowka are advised to contact First Drinks or their regular spirit supplier. However as a guide the off-trade price will be £18.95 for 70cl and as a premium vodka the drink is positioned at a price above Absolut vodka.
Zubrowka is widely available and operators can get in touch with their own First Drinks representative, their usual spirits supplier or contact First Drinks direct .
Why should you buy it?
Hayley Aldous, First Drinks' senior brand manager, vodkas said: “The history of Zubrowka is remarkable and the quality of the brand is appreciated by bartenders throughout the UK."
"We’re tremendously excited to have Zubrowka in our portfolio and, with the striking new campaign rolling out in coming months across digital, social media, experiential and throughout on-trade, we’re confident of attracting a new drinker to the brand, while retaining those who already make Zubrowka their vodka of choice.”
“Zubrowka’s unique taste transforms cocktails and mixed drinks – and now it is time for First Drinks to transform Zubrowka into the iconic brand its provenance deserves. This is a brand with many layers to uncover and countless cocktails to enjoy."
As part of the targeting of on-trade buyers, First Drinks has created a collection of premium point of sale items including around the new imaging. More information is available from the supplier.
Other products on the market:
First Drinks also has the UK distribution deals for Green Mark vodka and the ultra-premium Kauffman Vodka.