Magazine article Marketing

Portman's 'Rapid' Rules Threaten Slamma Debut

Magazine article Marketing

Portman's 'Rapid' Rules Threaten Slamma Debut

Article excerpt

GBL International risks falling foul of The Portman Group's proposed tougher Code of Practice with the launch of a shooter brand named 'Slamma' under the parent brand VK.

The vodka-based VK Slamma, with 22% ABV, is being introduced to pubs and off-licences this week as a direct challenger to Bulmers' schnapps-based shooter Sidekick.

Available in apple, orange, lemon and pear flavours, Slamma comes pre-packaged in miniature branded glasses with flip-off plastic lids.

As it is the only shooter to be packaged in glass, GBL is planning that consumers will buy the drinks and then take the glasses from the pub to re-use at home, keeping the brand in the minds of its customers and anyone they live with. 'We hope they will try to collect all four,' said marketing manager Natasha Nugent. She claimed that pubs would not mind because they would only throw the glasses away after use.

But GBL could be facing a showdown with industry watchdog The Portman Group over the product, which looks likely to fall foul of tough new rules proposed in The Portman Group's Code of Practice. …

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