May Launch Set for Vodka Liqueur

NEW YORK – Hoping to tap into the popularity of flavored vodkas like Absolut Citron, Prisma Group, which markets Campari in the U.S., will introduce a vodka liqueur called Arctic in late May. The brand is one of the top-selling apertifs in Italy where it sold 500,000 cases last year. Prisma marketing manager Jess Di Pasquale plans to set up parties in major markets like New York, Southern California and Florida to introduce young, trendy drinkers to the light-flavored liqueurs. Most of the marketing support for Arctic will come through sampling and trade advertising. A print campaign is in the works, but Di Pasquale says the marketing budget is limited.
Copyright Adweek L.P. (1993)