Hip hop impresario Damon Dash plans UK vodka launch

by Samuel Solley,, Marketing 04-Aug-04, 08:30

LONDON - US hip hop mogul Damon Dash is to make his first foray in the UK market with the introduction of his Armadale vodka brand.

The vodka, already a success in the US, will be distilled by Scottish firm William Grant & Sons and go on sale in the UK later this month. It is likely to be backed by heavy marketing support in the run-up to Christmas.

Dash is in talks with other companies about introducing food and beer ranges. The head of the Roc empire also plans to launch a range of clothing in the UK under the Rocawear brand in September 2005. The clothes will be adapted from the range on sale in the US, but with a slimmer fit and tailored to European tastes, according to Roc marketing vice-president Roy Edmondson.

Edmonson, who was marketing director for Levi's UK in the early 90s, believes the range will compete against clothing brands such as Diesel. Promotion for the products will be based on the theme of Dash's music and lifestyle brands, including his Rocafella record label.

The company is also readying an iPod-esque range of digital music players, called Roc Digital, for sale in the US, which could be introduced into the UK next year.

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