Morrisons is now stocking The Sidemen’s XIX Vodka in over 300 of its stores, making it the first time ever a Sidemen product has launched in a UK supermarket.
The premium alcoholic beverage launched by the YouTube collective, The Sidemen, is priced at £34.99 at the supermarket chain – which quickly sold out in minutes when it first dropped online.
The vodka follows a series of hugely successful ventures for the boys, including their fried chicken brand Sides, and their annual charity football match which this year raised over £1 million for UK charities across the UK.
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XIX Vodka is made from premium wheat, distilled multiple times until optimal purity, then slowly filtered to deliver an “unparalleled” taste and finish, the brand says.
Sidemen products have long been considered a digital-first proposition. However, joining up with Morrisons means the Youtube stars are opening themselves up to an even bigger audience by having physical products on shelves.
“The opportunity to join up with Morrisons to get XIX Vodka on their shelves is a massive step in achieving our long-term vision,” Vikram Singh Barn, better known as Vikkstar123, said.
“We wanted to create a brand that would outlive us, and seeing us next to brands who have been in the game for decades is a great sign that we’re getting there,” Barn added.
Head of marketing at XIX Vodka, Michael Stalker, commented: “XIX Vodka and Morrisons coming together like this is a great example of how the new-age and the traditional can come together and form incredible partnerships.
He added: “It’s an underdog story people have really brought into. Morrisons vouching for us like this has really legitimised our product on a mass scale, and in return I think we’ve given them major clout amongst a tough-to-reach Gen Z audience.”
Spirits Buyer at Morrisons, Henry Sweeting, also offered his thoughts: “XIX is an amazing product which is utilising a massive Sidemen following, the liquid is amazing, and the creators even better.
“The activation has been hugely effective with the use of social media driving existing and new customers into store to buy the product. This is a big win for Morrisons, working exclusively with XIX on delivering a product that our customers want.”
The news comes as Scottish vodka label Glen’s was given a major branding refresh as the label aims to increase consumer appeal and growth in new markets.
