SHOTKA is the new stand-out brand launch from Marie Brizard Wine & Spirits. Being shown to travel retail buyers for the first time at TFWA World Exhibition (Yellow Village E32 ) SHOTKA is a premium, cannabis flavoured vodka with a bold and daring approach targeted at rebellious night-clubbing fans. Without the narcotic effects of this most hotly debated drug (also known as marijuana) SHOTKA stands out with its unique and unexpected taste.
A perfect cocktail ingredient shot, SHOTKA is targeted at the intersection of two core groups ”fun seekers” aged LDA* (18) - 24 and ”impulse actives” aged LDA (18) - 28, together with the ”upbeat home” and ”upbeat out” occasions.
First launched in Spain during Summer 2015 in a strategic partnership with Matinée Group, one of the most prestigious nightlife companies in the world, SHOTKA is the focus of a targeted activation program that will run until the end of next year.
The Matinée Group’s Circuit Festival included a SHOTKA video teaser by the famous Rossy de Palma, best known for her roles in Almodóvar films, while some 600 SHOTKA parties will be held in and around Barcelona, Sitges, Ibiza and Madrid by the end of 2016. This forms part of an initial roll-out plan that includes US, Canada, Poland, Denmark, Bulgaria, France, Lithuania, Estonia, Georgia and Ukraine.
Parties feature daring promotional games, supported by extensive social media activations via Instagram; Facebook groups and other online social media and blogs.
Says Kevin Baker, GTR Director for MBWS: “Having been to several SHOTKA parties this summer, I can see that this brand and its activation is perfect for the airports serving the major resorts where our target customer goes to party. There are some retailers for whom this may be too daring and challenging as a brand concept, whilst the more progressive will embrace its potential. Travel retail buyers are constantly calling for brands that are different – SHOTKA most certainly fits the bill!”
Packaging offers high shelf stand-out visibility with a silver opaque one litre bottle for travel retail (700ml on domestic) with a dragon-style motif and the words “Promise you won’t shoot me down if I ask your name. Let’s dance first. Call us Mary & Jane. SHOTKA” in black and green. “It’s an incredibly provocative design - stylishly hypnotising; definitely one of the only products of its kind on the market,” continues Baker.
THE IDEA BEHIND SHOTKA
History is often repeated. Yesterday’s successful inventions are declared traditional today and will be known as the standard tomorrow. The world of spirit drinks is full of old traditions, strict standards and wonderful myths – about “real” origins, scientific “optimal” strength/proof, “the most suitable” taste or the “best” ways to consume.
SHOTKA was born from an idea, not tradition. “The idea is to create a wonderful and unique drink regardless of all preconceptions,” says the company. “SHOTKA is not traditional, it is the expression of an idea. An idea that an individual’s point of view, that does not conform, is considered a virtue.
“SHOTKA is like a rebellious individual in a crowd of ordinary drinks. It creates the sense that one can take risks, be disobedient, cross the line and dare to be different. We want to be differentiated from other drinks. We want to be understood as SHOTKA itself, because of the moments when, where and how this product is used.”
* Legal Drinking Age
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