Inver House attacks ready-to-drink market with Kulov

0 Comments | Sunday Herald, The, Aug 18, 2002 | by Ian Fraser

INVER House, the Airdrie-based distiller which was sold last year to a Thai entrepreneur for (pounds) 56 million, is pioneering a reduced calorie vodka drink aimed at young women.

Kulov Ice Lite, a ready-to-drink product that mixes vodka, sucralose and lemon flavouring, was launched at Glasgow's Candy Bar last week. Each 275ml bottle contains 130 calories, nearly half the calories of the original Kulov Ice launched last September.

Margaret Mary Timpson, brand manager, said the success of the original alcopop led Inver House to broaden its appeal with a diet version.

She said: "Research showed there was demand for a reduced calorie version. Neither taste nor strength have been compromised in producing this alternative. It's an ideal option for the growing number of drinkers and clubbers who are keen to watch their waistlines."

Kulov Ice Lite will be distributed through the on and off-trade in the UK and abroad.

Kulov vodka was created in the 1960s and is the number-two selling vodka in Northern Ireland. In the UK it is sold mainly through the Co- op. But the brand has a strong following overseas, and is sold in Venezuela, Colombia, Mexico, Chile, Trinidad, Lebanon, Dominican Republic, Cyprus and Malta.

Timpson detects strong potential for the new variant in many of these markets.

The original Kulov Ice has already proved a hit in Northern Ireland and certain export markets - partly because it sells for 99p per bottle, 30% less than Diageo's Smirnoff Ice.