Sidemen-founded vodka brand aims to drive sales in the off-trade
PREMIUM vodka brand XIX Vodka has partnered with Red Star Brands to expand its distribution network across the UK’s on and off-trade sectors.
The vodka brand, which was created in collaboration with YouTube collective Sidemen, initially launched in 2022 and has since grown its range to include five SKUs – Original Vodka, Mixed Berry, Tropical Ice, Gumball Orange and the new limited edition flavour Toffee Apple.
Phil Neale, marketing director at XIX Vodka, said: “We’re delighted to partner with Red Star Brands as we enter the next stage of XIX’s journey.Their deep understanding of the UK drinks market and track record in building disruptive brands makes them the ideal partner to help us scale our footprint and deliver on our long-term ambitions.”
The new partnership with Red Star Brands, the firm behind distribution of RTD brand Four Loko, aims to accelerate the success that the XIX brand has already found, including a full distribution across Tesco stores. This also marks the second brand partnership for Red Star in recent months, following on from the firm’s deal with American RTD brand Beatbox.
Further to this, XIX has become one of the top ten vodka brands in the UK, driving double digit volume sales growth in the UK retail vodka category, according to Nielsen IQ data.
XIX Vodka retails between £28-35 RRP per 700ml bottle and aims to drive sales through its connection to the Sidemen, with the YouTube collective garnering over 100million fans and billions of online views.
Ryan McCann, finance director at Red Star Brands, said: “XIX Vodka has built incredible momentum in a short space of time. It’s a dynamic, culturally relevant brand with huge potential, and we’re excited to work closely with the XIX team and our customers to grow the brand in both the on- and off-trade.”
