Happy Vodka makes America smile!

Don’t worry…Drink Happy™

Jacksonville, FL – Happy Vodka Corporation, based in Jacksonville, Fla., announces the introduction of Happy Vodka to American consumers.   Development and production commences.

January 1, 2003: Happy Vodka's U.S. retail premiere begins.

Born of pure glacial water from the frigid Russian arctic and 100% neutral grain grown in the temperate climate of the “Black Earth” region of Mother Russia, Happy is a 4-column distilled premium vodka that will be retail priced at under $20 for a 750ml. Its smooth and light taste will bide well with most any drinkers’ pallet.  That is where the similarities with all other vodkas end.  Now that the formality is out of the way, let’s talk about the fun!

The Happy concept is based on a two-fold approach to selling spirits.  First and foremost, Happy seeks to become the call brand of the young alcohol consumers - college aged drinkers (21-25) who have not yet become settled in their drinking habits.  The brand is very female friendly, and will attain a foothold in the market within the first year of distribution.  Second is the internationally recognized smiley face, which is understood and welcomed regardless of what country or what language is being spoken.  The simplicity of the Happy Vodka name and Smiley Faced logo goes along with the simple approach to marketing that Happy Vodka takes.  Masculine liquor bottles with advertisements boasting “age old recipes”, “multi-filtering techniques” and intricate, complicated labeling are replaced with a simple disk shaped frosted bottle, easy to distinguish branding, simple logo design and “fun” advertisements focusing on building friendships, relationships and enjoyment of the product.     

   

The regional approach to advertising used by Happy Vodka is another major detour from “the norm” in the liquor marketing.  Each container of product is sent to a specific market, and is then supported by heavy local level advertising rather than national campaigns that are rarely effective and reach too broad an audience.  Promotions bearing a "Happy" theme, kick off in July with: co-sponsorship (along with the Nighclub & Bar Association) of the new nightclub reality television show: Club @ccess; ten unique television commercials slated for broadcast and cable in select markets; a web site www.HappyVodka.com with pictures, downloads and promotions including a $100,000 spokesperson competition; Happy Traxx CD giveaway featuring artists from around the world with popular songs titled either “Happy” or “Vodka”; The Happy Vodka Racing Team featuring female and male drivers racing with Bright Yellow VW Beetles®;  Yellow Happy Branded VW Beetle® lease giveaways to deserving college students; ads running in many local and regional publications; point-of-purchase materials including balloons featuring the Happy Vodka Logo and web address; and of course premiums such as T-shirts, hats, visors, shot glasses and the like for give aways and incentives.

Happy Vodka is distilled in Moscow, Russia and sold worldwide by Liquor Group (www.LiquorGroup.com).  Liquor Group’s portfolio includes Happy Vodka, Happy Citrus Vodka, Happy Rum, Happy Gin, Happy Tequila, Happy Ouzo and Happy Sake’.  For further information visit: www.DrinkHappy.com