Danzka vodka will unveil a new, super-premium line extension, Danzka The Spirit at this year’s TFWA World Exhibition in Cannes.
The new expression, described as a “totally pure” vodka, will be launched during a traditional Danish ‘Frokost’ (lunch) on 3 October at the Waldemar Behn booth (H52, Green Village).
Waldemar Behn Managing Director Rüdiger Behn and Jacob Jensen Design Group CEO and Chief Designer Timothy Jacob Jensen developed the new vodka “by combining the highest distilling arts with Scandinavian design traditions”.
Commenting on its origins, Rüdiger Behn said: “Danzka The Spirit began as an idea between friends by the beautiful Limfjord in Denmark.”
The Spirit is 44% vol/88 proof and is said to offer a “perfect” symbioses of raw wheat and Nordic water naturally filtered [Note: We’ll bring you an extensive report on the new launch, including an interview with Rüdiger Behn, in coming weeks].
The launch will add momentum to what the company described as one of the brand’s best years in travel retail, marked by improved volumes, distribution and listings worldwide.
Waldemar Behn Export Director Philippe Biais commented: “Europe has shown very nice development. Russia and Eastern Europe are quite stable. The Middle East and Asia including Australia have started to show very good potential.”
As reported, Danzka’s growth is being supported by a new communication platform, also created by Jacob Jensen Design in Denmark, which promotes the brand as the “design” vodka. The campaign highlights Danzka’s recognisable bottle and its fast chill capabilities.
“The promotion focuses on the theme that Danzka projects the Nordic way of life. The idea is to relax and enjoy the high-quality, raw, natural spirit that is Danzka – it is authentic, pure and aesthetic,” Rüdiger Behn said.
In Cannes Danzka will finalise its multi-pack range, the brand’s bestseller in travel retail, with a 4 x 50ml gift pack of miniatures. Flavours will include The Original, Apple, Citrus and CranRaz.
Danzka will also showcase its 4 x 1L briefcase-style pack which weighs 4.5kg and is claimed to be unbreakable.
“The airport shops love the Danzka twin pack, which is a valuable gift with an attractive price point,” the company said. “This twin pack combines Danzka’s distinguished style and aesthetic in an easy-to-carry set that is safe for travelling.”
Waldemar Behn will also introduce a new liquorice flavour for its Dooley’s Cream Liqueur at TFWA World Exhibition. The new addition blends premium vodka with Dutch cream and Belgian toffee and offers a hint of liquorice.
In related news, Danzka returned to the US domestic market earlier this year through a partnership with CIL US Wines & Spirits. Following an initial launch on the East Coast, Danzka said it has a “smooth but ambitious” roll-out continuing into 2017.
