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Halewood fills gap for flavoured vodka at affordable price

01 September 2012 by
Halewood fills gap for flavoured vodka at affordable price

Halewood International]( has launched a new line of flavoured vodkas under the Jellus name that is aimed at 21-30-year-olds who are looking for adventurous new tastes at non-premium prices.

Jellus is a 37.5% abv drink sold in distinctive 50cl bottles in a choice of four flavours - Citrus Lemon, Strawberry Cheesecake, Morrello Cola and Toasted Marshmallow. Launched initially through Asda with an RRP of £9.99, Jellus will be rolled out to the on-trade in October.

"The flavoured vodka market has seen a recent surge of new entrants, with consumer interest being driven by several premium vodka brands," said marketing spokesperson Sian Dixon. .

"Halewood International identified a gap in the market to produce flavoured vodka at a more accessible price-point. The introduction of flavoured vodka has brought additional customers into the market, and these consumers are now seeking exciting, alternative flavours."

By Angela Frewin

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