LONDON dance club the Ministry of Sound has released its own brand vodka with the simple perfect serve message ‘Freeze, Pour, Drink’.
The company launched the bottle first in the club where it is [obviously] the house brand, and now intends to employ so-called ‘guerrilla PR’, which is to include stunt teams and brand advocates ‘in the most unlikely of places’. Ministry of Sound TV has also created a series of virals that are currently on Youtube.
Mark Knight, resident DJ at Ministry of Sound nightclub London said: “We wanted to take it in a completely new direction from other vodkas and to align it with what Ministry of Sound is all about. The aim is to introduce it to both clubbers and non-clubbers and see them enjoy it as the perfect serve – neat from the freezer over ice. We’ve mixed it so they don’t have to”.
There have been rumours around this week that the Sun newspaper may be about to follow suit with its own brand of beer.