E&J Gallo has launched a new premium vodka to the UK spirits market.

New Amsterdam Vodka is available exclusively to the impulse sector in 20cl bottles (rrp £5.49) and 70cl bottles (rrp £15.99), and is targeted a young, aspirational consumers.

The brand is already available in the US with Gallo hopeful it will be a top five US vodka by the end of the year.

The launch will be supported by the introduction of four ‘spirits ambassadors’ who will drive distribution with independent retailers by offering promotions on New Amsterdam Vodka, along with point of sale materials and sampling visits.

The launch will also be supported by a retailer promotion, backed by trade advertising and PR to drive awareness and distribution.