Moving from the advertising arena to become the creator of some of the most well-known alcoholic drinks around the world has not slowed 79-year-old Tom Jago down. He recently launched in Australia what he likens to an alcoholic ice-cream.
Approached by Scottish spirits firm Blackwood Distillers to create a new drink, he has come up with the world’s first vanilla vodka cream liqueur, named after the maker himself.
Jago, who has created drinks including Bailey’s, Malibu, Johnnie Walker Blue Label and Moet & Chandon Petite Liqueur, developed the new premium drink which has been gaining attention in the UK and South Africa, and is currently available in about 25 countries.
Distributed by Carlton & United Beverages and introduced into Australia last December, it is now launching a marketing campaign largely comprising sampling and point-of-sale promotions, which Jago said has proven to be a successful approach in the UK market.
“It’s for consumers who want a smooth and easy drink, but something with street cred, not cosy and homely so that a man can walk into a bar and order it…Bailey’s is a cosy product but it’s anti-chic. We’ve found [Jago’s} has also had a tremendous response in cocktail lists which has taken off quite well.”
The company has also recently added a new strawberries and cream vodka flavour into the UK market which is being planned for limited release next year in Australia.
