Ministry of Sound Launch Vodka Movement
21/04/2008
Ministry of Sound launch vodka movement with secret house-party deep in the heart of south London.
After 18 months of planning, and careful refining with the best ingredients the wait is finally over as Ministry of Sound unveils their own truly global white spirit ‘mix’, Ministry of Sound Vodka, hosting a unique launch this Thurs (10th April) deep in the heart of South East London at the legendary club - the brand’s home-place.
While most brands may as well be talking a foreign language as they wax lyrical about the carefully selected ingredients in their vodkas and the long-winded technical processes they use, Ministry of Sound have instead decided to deliver their perfect serve message ‘FREEZE, POUR, DRINK’ in the way they know best - throwing a ‘back to ours’ style house-party, with no expense spared!
A hot-list of celebs, music journos and VIP’s have been invited to the Vodka House Party where the entertainment will be provided by the club’s ’superstar resident DJ Mark Knight (who has played his part in mixing the vodka), and joined by Radio 1’s hottest lady Annie Mac.
Mark Knight comments “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 you don’t have to!”
The clean, smooth tasting vodka will officially launch in the London club on Saturday 12th April, where it will become the house pouring vodka, offered in the VIP Lounge and throughout the venue, then the stylish bottles with distinctive yellow and black chevrons have been designed to be consumed when partying with others, and will be available to buy from mid April in 240 Sainsbury’s stores throughout the UK (initial RRP of £12.99).
Following the initial launch clever guerrilla style PR will radiate out from the capital and spread all over the UK with branded taxis, stunt teams and brand advocates being stationed in the most unlikely of places. Ministry of Sound TV have also created a series of virals that are currently avail to view on Youtube (definitely worth a watch!!), and for those who are keen in a bit of interactive involvement with the vodka check out www.ministryofsound.com/vodka (which also goes live this week), where people can get their hands on exclusive, downloadable Ministry of Sound tracks and upload their own content.