Diageo to sue: 'Vodkat is not real vodka'

By Helia Ebrahimi
Updated: 11:50 EDT, 7 September 2008

Drinks giant Diageo is suing Intercontinental Brands over its racily advertised Vodkat drink.

Legal battle: Diageo is suing Vodkat's maker Intercontinental Brands

This is not the first time Vodkat has hit trouble. Last year its advertising was deemed irresponsible for appealing to under-age drinkers, particularly girls, by suggesting that Vodkat would boost their popularity and attractiveness.

Now Diageo - a member of the Vodka and Gin Association and whose brands include the world's best-selling Smirnoff - has challenged the right of ICB to call the drink vodka. Diageo says Vodkat fails to meet industry standard specifications and as a result it breaches European regulations. It insists vodka should be at least 37% proof, while Vodkat is a 22% blended spirit.

Vodkat is aimed at 18 to 35-year-olds and it helped ICB, which is based in Harrogate, North Yorkshire, to achieve sales of £50m last year. Diageo is seeking £300,000 in damages.