elit Ushuaïa activations boost sales in Ibiza and selected UK airports

Stoli Group is hailing the success of targeted promotions for its elit Ushuaïa 2016 vodka at Ibiza and selected UK airports.

elit Ushuaïa 2016 launched exclusively with Dufry-owned World Duty Free on 30 April. Brand activations at key airports have resulted in marked increases in sales compared to the same period last year, Stoli stated.

thumbnail_WP_20160607_015
During the first two weeks of the promotion at London airports, elit Vodka sales increased by almost +80% year-to-date compared to 2015

elit Ushuaïa is the second signature bottle collaboration with the Palladium Hotel Group’s Ushuaïa Ibiza Beach Hotel.

High-profile promotions included elit Destination Bars in World Duty Free stores at London Heathrow Terminal 2 and Terminal 5, Gatwick South Terminal, Stansted and Glasgow airports in June. A similar promotion, which started on 29 June at Manchester Airport, will run until 30 July and, at Edinburgh Airport a permanent brand ambassador continues to highlight Stoli and elit offers.

An activation, featuring 70cl and 175cl bottles of elit Ushuaïa, started at Ibiza Airport on 1 May and will continue until 30 September.

thumbnail_20160609_161955.jpg
Stoli gets the Ibiza party started with elit Ushuaïa promotions on the White Isle and in selected UK airports

Stoli Group Global Duty Free & Travel Retail Director Jean-Philippe Aucher said: “We believe brand activation is key in order to reward our current consumers and convince new ones to try both Stoli and elit by The House of Stoli.

“In May and the first five days of June alone, we sold more bottles of elit Ushuaïa at Ibiza Airport than in the whole of 2015, including a pleasing number of 175cl sizes. With most of the busy summer period still ahead, this is really encouraging for us.”

“The elit Ushuaïa 2016 limited edition is not exclusive to travel retail but the channel is playing a vital role in the brand’s marketing strategy. World Duty Free have, as always, proven to be the perfect partners in assisting us to ensure that passengers travelling through all key UK and Ibiza airports cannot miss the opportunity to experience and engage with the ultra-luxury vodka, elit,” Aucher added.

A 70cl bottle of the Ushuaïa edition is priced at £43.99 (€53) in UK airports and €40.90 (£34) at Ibiza Airport. A 175cl bottle, available at Ibiza Airport, is priced at €99.95 (£83).

Food & Beverage The Magazine eZine