American hip-hop liqueur bids to woo UK clubbers

US drinks brand Hpnotiq has taken on PR support ahead of a push into the UK club scene.

Owner Heaven Hill is keen to expand the product’s appeal in UK clubs and pitch it as an aspirational brand.

Richmond Towers Communications is briefed to boost the profile of the bright-blue liqueur. Only a handful of UK clubs sell it, and the drinks-specialist agency will embark on a trade press campaign to encourage more venues to stock the product.

Made with vodka, cognac and fruit juices, club-owners will be told the 17 per cent drink can be imbibed on its own,
with champagne or mixed with cognac to create the lurid green ‘Incredible Hulk’ cocktail.

The beverage has been a big hit in the US, particularly among urban and hip-hop stars such as P Diddy and Kanye West. More than 15 songs in the US charts currently name-check Hpnotiq or Incredible Hulk, or feature the bottle in music videos.

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