16 June 2014 02:54

Mainstay Scoops Top Global Awards

At one of the world's most influential and prestigious spirits awards, gold was taken by Mainstay Exotic Fusion, a blend of super premium Island vodka, coconut, coffee and vanilla. The gold medal was backed by a silver medal for the flagship product, Mainstay 54 Island Vodka, while bronze was awarded to another offering in the range, Mainstay Island Fusion. The accolades were bestowed at the International Spirits Challenge 2014.

Lee-Anne Lotz, global marketing manager of Mainstay, commented: "An ISC gold medal is an international mark of distinction. This is one of the most recognised and respected awards programmes in the spirits industry. We're delighted by such an accolade. Our positioning as the world's purest tasting vodka resonates with our target market of young, affluent people with an adventurous spirit. A gold medal – followed by silver and bronze – is international confirmation that premium, aspirational positioning is entirely warranted."

Alongside the flagship Island vodka are three variants: the ISC gold medal winner, Exotic Fusion, the bronze winner, Island Fusion, known for its hint of hazelnuts and spices, and Tropical Fusion, a blend of mango and other tropical fruits.

Mainstay '54' plays tribute to the 1954 heritage of Mainstay. Five-column distilled with an alcoholic content of 54% ABV, it is 54 degrees of pure island spirit. It was launched in September, 2013, supported by an advertising campaign that restated the classic invitation to step out from the crowd ... 'You can stay as you are for the rest of your life, or you can change to Mainstay'.

"It is fast becoming the drink of choice in its target segment," said Lee-Anne Lotz. "Consumers instantly embraced the pure taste and the aspirational brand attributes. A winner in our home market has now proved to be a winner with some of the world's most knowledgeable judges of product quality."

The ISC gold, silver and bronze medals will be presented to Mainstay at a gala awards banquet in London earlier this month.

Related News