Belgian brewing giant Interbrew has launched a new premium packaged spirit (PPS) based on the Irish vodka brand Boru.
Boru Black, launched into the UK on-trade this week following successful consumer trials, boasts an ABV of five per cent and will initially be available in both orange and lemon flavours.
It incorporates quadruple-distilled Boru Irish vodka - the number two vodka brand in the Irish Republic.
The new PPS is being positioned as a premium product aimed at both men and women - with a distinctive black and silver sword and shield logo and an embossed heavyweight 275ml glass bottle.
Speaking at the launch, brand manager at Interbrew Gillian Woodward Harris said its research had shown consumers were still actively seeking new brands in the rapidly expanding PPS market and were most impressed by products that had a brand pedigree.
She said: "The PPS market is not a faddy market - it is here to stay - and the products do now have unisex appeal. In fact in the last year men have really grown the category."
And Interbrew's marketing manager Tim Dowling denied that the Chancellor's recent decision to increase tax on PPSs in the Budget would put a dampener on the new launch.
He said: "The continued growth of the PPS category shows that there is still a genuine offer there."
The new launch will be supported with a £2.5m marketing spend, which includes a national sampling campaign and point of sale material for pubs, bars and clubs.
There will also be holiday promotions and linked activity with Boru vodka at key events.
Boru Black will be available in outlets owned by bar and club operator Luminar from May 27 and Interbrew is hoping to distribute it to other top operators.
The parent vodka brand Boru is also hoping to boost its presence in the UK with the eventual aim of building sales in the UK to 75,000 cases by 2004 and becoming one of the leading premium vodkas.